WSJ Article on Visitor 'Fingerprinting'

They are by no means the first (i.e., think google as a recent/present day example).

It will be a battle that goes back and forth. The advertisers who want specific access, and then the anti-ad users who program/develop software to stop it.

But this is nothing new. Software companies in general have done fingerprinting for years for generating license keys. (Not everyone does it the same way though). Websites have been able to do fingerprinting for the last 15 years.

It sounds like this guy is making more of an organized and centralized effort however, which may be new. So, if that is the case, and if you are looking for a good opportunity -- be the first person to develop anti-fingerprinting software, and then market the crap out of it. You'll make a killing.

If you are concerned about fingerprinting right now though -- set up a VMWare station with customized computer/device settings, and be aware of what sites/etc you visit. Then it will be more difficult to 'fingerprint' your device.