Google's CEO Eric Schmidt was interviewed by Stephen Colbert yesterday. Colbert asked him about his "Want privacy? Change your name!" quote. Schmidt's answer: "It was a joke, it just wasn't very good." Au contraire, Monsieur Schmidt. You are hilarious.
My gut feeling is that Schmidt was serious about his original suggestion: Changing our name if we want privacy may be the only solution to get some privacy at this point, given where things are going to. Or perhaps we just need Don't Track Me legislation.