Maybe not the privacy invasion potential but ... As we got started building amzn in the fall of 94, it was a no-brainer decision to not use cookies even though they were just arriving. The controversy around the idea was intense and it was far from clear that they would be a success as a technology. It is likely true that there was more attention being paid to the "what? it lets a remote server create a file on my driver?" angle than the privacy one.