7. The system of claim 1 , wherein the content component further facilitates personalization of the content by presenting a name associated with the user in the content.
1. A computer-implemented system that facilitates content presentation, comprising: a profile component that facilitates user creation of user preferences data in a user profile of a user; a control component that facilitates the user's control to incrementally expose portions of the user preferences data from the user profile of the user to a vendor and to independently expose different amounts of the user preference data to each of a plurality of different vendors; and a content component that presents content of the vendor to the user based on the exposed portions of the user preferences data.