OpenID, a method to log into several websites at the same time using only one identity and one password, is now really taking off. Over the last couple of months big companies like Microsoft, AOL and Yahoo have supported the OpenID-standard. Dutch news brand Ekudos now also supports it (dc). People don't go over the web anonymously any more. We choose what we want: we go under our own name, or under a pseudonym (depending on the situation). But have we been at a place once, we will be recognized the next time we visit. And the receiving brand can react to that fact. Even if the brand doesn't know your name yet. It will be the same as it used to be when going to the bakery: they only ask your name after you have been there a couple of times. This is a small step in that direction.