Funny that it has taken this long for behavioral marketing to reach mainstream interest. We have been using it for well over a year to great success.
True, there must be people who are turned off of a company because of it, but they are well outweighed by the ones who convert that never heard of the company. Now that the masses are gearing into the space it is time to roll on to the next new thing.
Psychosocial seems popular.... you can get a lot more granular and over time a lot more accurate.
IM contacting is becoming more used - hey with telemarketing shut down and the Can Spam laws that are now in effect, it's not surprising.
Link purchases are hitting a wall (called Google).