Esther says "It may be simply that its time has finally come... Facebook et al. have accustomed users to managing their own data - and Bynamite wants to help them to do that Web-wide rather than merely on Facebook (and all the places it reaches with Open Graph). Behavioral targeting is also gaining traction recently; it's the same idea, except with the marketers in control watching the consumer surreptitiously rather than communicating with her."