> Big chunks of the web operate on the implicit tradeoff that you give information about yourself to drive advertisements in return for free content/functionality.
Stress on the word "implicit tradeoff". The first step is to make the "implicit tradeoff" very explicit in a manner that the consumer understands the repercussions of using the web service. Second, is when the users start worrying about the anonymity aspect particularly when your "presence" has been used for actions other than the explicit (or implicit) specified intent.
Also, it's not like advertisement doesn't work within an anonymous environment. There's still a lot of information to use: the main topics of the community, for example. TV, radio and newspaper advertisement worked fine for decades. Web services can be created with significant less resources than TV stations and newspapers, but we are meant to believe that they are only viable if users relinquish their anonymity? Give me a break.
Businesses will try to make as much money as possible within what users tolerate. I mostly stopped going to the cinema because I don't feel it's acceptable that I pay a ticket and then have to sit through at least 1/2 hour of advertisement. But many people still tolerate that so they keep doing it.
Stress on the word "implicit tradeoff". The first step is to make the "implicit tradeoff" very explicit in a manner that the consumer understands the repercussions of using the web service. Second, is when the users start worrying about the anonymity aspect particularly when your "presence" has been used for actions other than the explicit (or implicit) specified intent.