What bothers me is after 10 years of public scaremongering by people like Which? Magazine, Watchdog (the programme) and The One Show (which appeals to knuckleheads), when the general public see anything popping up they don't recognise, they hit their back button.
95% of 'the public' haven't a clue what a cookie is. I've had several customers of mine saying they go back if they see a site with that on it, or they don't buy anything. Basically they don't understand what it means.