"Companies like Entertainment Arts, said Taneja, also try to capture behavioral data about players, such as monitoring player activities around virtual goods, social interactions, in-game branding or merchandising and other key elements. One goal, he said, is to look for a game player’s total behavioral identity - not the identities that players enter in avatars or other self-expressing user activities, but how they behave within the game, in general. The implications here are important. Capturing this kind of data may very well help video game companies respond to player preferences and actions in real-time. However, in an age where any less than evident digital monitoring can be seen as a step toward more comprehensive "uberveillance," this kind of data mining is almost always a sensitive topic. Here, Taneja presents some sensible objectives behind this kind of monitoring. In-game "snooping," he says, can be a driver of game player accommodation and choice. Of course, it also can be another manifestation of how intensive personal data collection spooks consumers, just as it does in the world of e-commerce or social media."