Capture as Surveillance

While Surveillance in a "Big Brother" sense is easy to visualize and identify the negative implications of, the Capture model seems to achieve the same level of surveillance with regards to notable moves on the internet (items purchased, conversations through email, websites visited). Is the fact we do not see the physical face of a "Big Brother" the main reason we as a society do not object to the capture/surveillance capabilities of the internet? Are most people simply enamored with the abilities to communicate on the internet and not thinking of where the information they give can be logged? While most people are aware of viruses and what spyware can do, they do not think of those in power of social networking sites (facebook, myspace) and the "private" information they post on them. While it becomes more and more normal to (and strange not to) conduct business and socialize on the internet, it becomes more and more normal for all of these activities to be logged. Since these logs can be monitored and accessed by someone in power, the Big Brother seems to exist in the modern capture model.