http://www.theinquirer.net/default.aspx?article=38872 The technology sniffs out all all your data based on where you have browsed. It can work out your age, sex and perhaps even your income by analysing the pattern of pages you choose to access on the web and comparing them to a database of surfing patterns from other users with a known background.
Its a dud. First, you need everyone to stop using IE and Firefox. Even then, after I login to a site, and do what I need to do, I clear my cache, history, and cookies. More people should do this for security issues, but that is another story. I think they are just a little too late to the party on this one... About 13 years....