This from Cnet:
Media | Web visitors tossing cookies | News.blog | CNET News.com: Web analysis company WebTrends says that blocking cookies has increased fourfold since January of last year. That may sound like good news for consumers–no more Big Brother watching what you’re doing or bothering you with ads you don’t care about.
What might this contract look like? Well, it would need to make clear that, even on the Web, some things just can’t come for free. Advertising needs to be targeted, e-commerce needs to be generated, businesses need to track their businesses. Cookies are needed for all these things. If you want this stuff, you’re going to need to accept cookies to receive it.
Problem is, web browsers are spectacularly bad at explaining cookie behaviour to users. Until someone comes up with a really neat way of explaining what cookies are doing, inline, users are always going to veer towards caution. Which means they’re going to be turning cookies off and deleting them.