A more recent Internet development is recommendation systems that are a form of mass customization (Ansari, Essegaier, and Kohli, 2000). Search engines such as Google and Yahoo use such recommendation systems to recommend relevant products or services on the basis of keywords supplied by users. Electronic book sellers such as Chapters.ca and Amazon.ca, when a customer is searching for a specific book, recommend other books that the customer could also purchase on the basis of past purchases of other customers. It is important that online companies adopt physical and technological processes to keep personal information safe and secure. Many Internet companies take measures to reassure customers that any information customers provide will not be misused and that they will maintain their privacy in order to convince customers that the site is secure. Online businesses state their privacy policy in their websites where they explain what information they do and do not gather when someone visits their site.