Privacy issues are a great challenge, and as yet no comprehensive solution exists. The social solution of privacy policies is appealing, but current policies are hard to trust. Trusted privacy seals-of-approval still have not emerged, and technological solutions
can improve the privacy situation but still cannot avoid some need for trust, auditing, or both. Privacy in electronic commerce
remains an active research area at the intersection of sociology, economics, and computer science. Successful privacy solutions are
essential for recommenders, so consumers do not take the extreme approach of cloaking identity completely. The eventual solution is
likely to be a combination of the social and technological solutions being developed today.