Opt in or out for web tracking organizations

Well, I am relieved someone is looking out for those of us on the web. According to WSJ, Rep. Edward Markey (D., Mass.) is saying we need to allow customers to consent to have our online activities on the tracked. I agree with him. I'd like some say in whether or not I want to be a part of someone's data collection. We already have the mechanisms in place for opting in for telephone and cable hook ups. It's time we stop giving away all our information and stop having Big Brother advertisers watching us all the time.