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Fingerprinting is used to identify bad actors when they want to remain anonymous. For example, when they want to sign in to your account or use stolen credit card credentials. Fingerprinting can identify repeat bad actors, allowing you to prevent them from committing fraud. However, many people see it as a privacy violation and therefore don’t like it.This doesn't seem to acknowledge the use of fingerprinting in intentional violation of the privacy of ordinary people, for marketing profiling and just selling them out because someone is willing to pay.
On https://demo.fingerprint.com/ , they do start to hint at non-anti-fraud purposes, but the use case seems to be full of poo. (Logins or cookies are the way to do this. Anything else is trying to circumvent privacy mechanisms. And if they don't distinguish users perfectly, they're doubly violating privacy by then leaking private information between people.)
> Personalization -- Improve user experience and boost sales by personalizing your website with Fingerprint device intelligence. Provide your visitors with their search history, interface customization, or a persistent shopping cart without having to rely on cookies or logins.
Popup warning on "https://demo.fingerprint.com/personalization":
> Heads up! -- Fingerprint Pro technology cannot be used to circumvent GDPR and other regulations and must fully comply with the laws in the jurisdiction. You should not implement personalization elements across incognito mode and normal mode because it violates the users expectations and will lead to a bad experience. -- This technical demo only uses incognito mode to demonstrate cookie expiration for non-technical folks.
Sounds a bit like a disingenuous bad actor doing CYA while demonstrating their capabilities, nudge, nudge, wink, wink.