For those who think surfing habits are anonymous go to this site and take the test. Yes, privacy is dead on the web unless one takes special precautions that most of us find aggravating and feel unnecessary. 
Granted, though it is nice to know that there are precautions one can take if one should feel the need and these can be for very good reasons i.e. a dissident in an Islamic nation, not just for perverse or violent ones.
In a related matter, Apple is collaborating with U.S. researchers to launch apps that would get their DNA tested.
I use DuckDuckGo as my search engine.
DuckDuckGo — support the local guys. (They are based in Paoli)