Even the least popularity-hungry of us does a little ego surfing, a little referrer log checking. Maybe some of us even subscribe to ego-search feeds from Technorati or MSN Search and keep those subscriptions in a folder called "vanity". A lot of the time it’s good to know how people are finding your site. You might want to tune the content based on what your visitors seem to prefer; you might want to say hello to a blogger who linked to you. But does anyone really want to know that someone found their site by searching for the word excruciating?