Waitaminute. So Blingo asks for your name and address when you win a prize. And since their prizes range from a movie ticket to a PSP, that means they're paying anywhere from $10 to $300 for your address. If you (paranoid individuals) think that's more lucrative than simply having your search traffic, then I encourage you to read Google's annual report.

Blingo's privacy policy and FAQ state that they don't sell your information, and why on earth would they need to. They're in the same business as Google, they're just offering an incentive (like the chance of free iTunes with your Pepsi or free fries from the McDonald's Monopoly promotion).

Furthermore, I think it's interesting that various sites are putting a dollar value on our loyalty. Sure, Yahoo and Google can stick to keeping customers by innovating. But those innovative features will need to be worth more to me than what I get from Blingo. That's good. Welcome to America.