10. The method of claim 9 , further comprising providing the website exposure of the user preferences as part of an online purchase between the user and the website.
9. A computer-implemented method of managing content presentation, comprising: selecting a website with which to conduct an online session with a user; controlling exposure of user preference data stored in a user-created user profile of the user to the website based on user input and independently exposing different amounts of the user preference data to each of a plurality of different vendor websites based on user input; and presenting website content of the website based on the exposed user preferences data.