"Technology that supports something like a 'Do Not Track' button is needed and we will deliver in the first part of next year," Mozilla chief executive Gary Kovacs reportedly Agence France-Presse while demonstrating Firefox 4 recently at Mozilla headquarters. "The user needs to be in control."

While acknowledging that the issue is a complex one that will require balancing the needs of users and advertisers, "I fundamentally believe that the balance is tipped too far," Kovacs said. "You can't tell me the delivery of a piece of content is going to be that much better if you know everything about my life."

In short, "It's all about moderation," he added.

The PEBKAC Factor

Microsoft's announcemen two weeks ago came soon after the U.S. that consumers be allowed to subscribe to a "do not track" system similar to the "do not call" lists used to block telemarketers.