1. A method of managing user preferences comprising: utilizing a processor to generate a unique mutable identifier in response to a request from an end entity; obtaining a set of user preferences from the end entity; associating and storing in memory the set of user preferences with the unique mutable identifier; providing the unique mutable identifier to the end entity; and providing the set of user preferences associated with the mutable identifier to any application for enforcement by that application in response to an inquiry utilizing the unique mutable identifier from that application; wherein a unique login identifier corresponds to the unique mutable identifier; and wherein the unique mutable identifier may be modified in response to a request received with the unique login identifier, the modified unique mutable identifier being associated with the set of user preferences.