Weinstein feels everyone has gotten too het up:

My gut feeling is that we've passed beyond the era where it made sense to concentrate on Internet privacy controls and issues mainly in terms of specific technologies as we've done in the past.

As noted above, cookies are neither good nor bad, neither intrinsically righteous nor evil. Cookies, like the other local storage mechanisms that have now been implemented, are merely tools. And as with other tools, how they are used is under the control of the entities who deploy these complex functionalities…What we really need to be concentrating on are the fundamental issues of trust and transparency.

If we as users feel confident that individual firms are doing their best to be transparent about their policies and are handling our data in responsible manners, then putting our trust (and data) in the hands of those firms is a solid bet.

Reasonable, and with useful links. But it then throws the question of who you trust off to a hazy "branding" issue. Is that really helpful?