Abstract: There is a dramatic, rapidly growing, information asymmetry among political agencies, advertisers, web based companies and individual users. While this asymmetry appears to make the situation “unfair” only to a subset of individuals, in reality, it also introduces undesirable global effects which can include, for example: (i) it can be inefficient, (ii) it can lead to deceptive practice and (iii) it can challenge the inherent altruistic norms. The rise in information collection about users, the wholesale aggregation of this information, and the widespread application of machine learning has exacerbated the information asymmetry. In any transaction, each side has its own utility function that can capture what it is that the participant wants to optimize. For instance, it might be profit, brand-loyalty, pleasure, entertainment or getting a job done. When a website understands much of a user's utility function (e.g., because it knows the user's age range, gender, socio-economic status, hobbies, likes and dislikes, etc.), it can be in a good position to exploit this information deceptively (e.g., eventually). When a user does not know much about the website's utility function, he or she can be even more likely to be on the losing side of the transaction. The solution of migrating to another planet/country, not using the web, being anonymous, using HTTPS, and the use of encrypted information, can just provide temporary relief by addressing only minor annoyances. We will describe a possible fix.