Attention Profiles: Scary or the next Step?

Led by Philipp Kehler Founding team member of Assetbar (in very short: Googlereader Facebook Activity Stream).

Your Attention is basically everything you do in the web. Almost every Site you visit stores a history about you. Many Sites won't exist like they are right now if they wouldn't track all your data (e.g. Google web history which is necessary for it's personalized search).

But what happens if these AP's are exportable/ controllable by the user?
Will companies, instead of trying to dominate by having a more on information about ME, then compete based on VALUE - on what clever new things they can do with my data?