Architecture is provided that facilitates user-controlled access to user
profile information. A user is allowed to selectively expose (or mask)
portions of his/her profile to third parties. Additionally, advertisers
and/or content providers can offer incentives or enticement in response
to the acceptance of which a user exposes larger portions of their
profile. The architecture comprises a system that facilitates profile
management utilizing a profile component that facilitates creation and
storage of an electronic profile of a user, and a control component under
control of the user for controlling access to the profile. Machine
learning and reasoning is provided to make inferences and automate
aspects thereof.