when you interact with a service online or by phone there may be software in action that mediates how you experience the service: by sorting you. Live in a high income postcode? Get routed to a sales person more quickly than if your IP address makes you look as if you come from a less promising area. On record as an awkward customer or "time-waster"? Then wait in the queue.
PC software that lets you surf anonymously. High school students can hide they are on MySpace at school; workers can browse the Internet for personal use; and folks in China can hide their tracks.