If I Had A Nickel For Every Click...

Let's say you want a home loan, and you take a few minutes to fill out one of those annoyingly ubiquitous Web mortgage applications from LendingTree (IACI ) or LowerMyBills.com. All that personal data you just provided to those middlemen? It's now a lead, a valuable referral to a prospect (you) who is primed to respond to an offer. And it's worth up to $75 to mortgage providers seeking new customers. Your data. Their money.