Is marketing coming full circle? In the days of the bazzar the shrewd shopkeeper read the personality of the shopper in seconds and tailored his sales pitch accordingly. In the age of lives leaving extensive digital footprints and AI, it is now increasingly possible for modern marketers to do so. Post the Cambridge Analytica scandal, the question is whether they should do so or be allowed to do so? This post argues that the potential for personality targeting provided it is done with permission of the individual and not sneakily