To be sure, cookie technology does not prove perfect causality, but it provides a lot more transparency than simply tracking "click-through rates"--or running a print ad in a newspaper or magazine.
The advice is almost pure Bogleism a religious doctrine holding that costs matter a lot and that most savers would be better off passively tracking the market than trying to beat it.
Chertoff said his agency plans to do a lot differently in the future including better coordination of information and tracking of emergency supplies two major problems identified in the House report.
It's definitely a good sales pitch, but the next step is for the FCC to invite public comment and have its commissioners vote, and a lot can happen between now and then, so we'll be tracking this one closely.