I've given a few talks on my work with self-surveillance, and there is almost always someone who asks, "What if someone doesn't want to know about _____?" Fill in the blank with weight, health, pollution, or whatever. I usually respond with something like, "Then self-surveillance is probably not for them, and they can continue living in denial." Maybe instead we should just force everyone to bite the bullet and face the facts. That's what the above bus stop ad for FitnessFirst seems to be going for. When someone sits on the bus bench, the ad shows the the person's weight on a big LED. Not only is it looking straight at that person, but it's also up there for everyone else to see. I wish I could get a tape that showed people's reactions.