The information tracked by the companies with whom I do business is woefully incomplete. In order to anticipate what I want, they have to tap into my network. If I live transparently they only have to look into the window. 

New Rules for the New Economy: To create what the customer wants, 2011-Jun-27, by Kevin Kelly:

A huge tide of information and trust must flow between users and creators in order to create exactly what the customer wants. … But any solutions surely involve networked technologies.