When the storming of the US Capitol was reported earlier this year, some media made a vague allusion to microtargeting. Meanwhile, on the other end of the spectrum, marketers talk of an "atomic bomb". They fear that targeting will be made more difficult after one of the world's largest corporations announced that IDFA (Identifier for Advertisers) would soon be opt-in. Some users are probably not aware of tracking and profiling with IDs like IDFA, AAID, and more conventional cookies or fingerprinting. Perhaps they have not yet become cognisant of the "explosives" in their pockets. An "explosive" analogy may raise some questions: What, if any, is the manipulative potential of psychometric targeting? Could it even promote extremism? Or is it merely used for harmless advertising? After a brief review of tracking and profiling methods, this talk intends to discuss tracking tech trends that followed regulatory measures worldwide. For example, how (un)important or harmful (harmless) comprehensive behavioural profiling is or what we do (not) want to do about it.