The Wall Street Journal reviewed the business prospects of Claria, casting fuzzy shadows on its distribution methods and privacy practices. The piece suggested that Claria is moving much of its attention to its new BehaviorLink behavioral marketing network in an effort to escape criticism and scrutiny in order to avoid the sorts of attention received by its adware network. Lumped in to the negative prospects for Claria are privacy advocate concerns about the tracking of ads to individuals - one element of all behavioral targeting mechanisms. The piece also talks of legislative efforts and recent lawsuits by New York Attorney General Eliot Spitzer as though they were targeted to a class of firms that included Claria. The negative tone of the Journal's piece is possibly representative of the attitude many online firms will face as online marketing becomes more sophisticated in targeting, requiring more personal user information, and the endeavor falls less to traditional publishers and more to companies able to add consumer intelligence to avails.