Web portals--those online environments that encourage users to trade personal information for the opportunity to personalise the information space--are experiencing a considerable resurgence in popularity. Web portals are web sites that allow users to log on with a username and password and create their very own datastructure. This datastructure will then be reconstructed and presented to them according to the preferences registered in their "user profile". Portals commodify information and track users as they view various datasets within the online networks of World Wide Web and Wireless World Wide Web (W3 and W4) environments. User profiles and the habits and patterns of browsing behaviour are then tracked and used to assemble consumer demographic data. These data comprise the home online--a habitat, or "habit@online". The habit@ is in turn used to construct larger profiles and patterns of consumption which are then sold back to the user. The habit@online is representative of Freud's Mystic Writing Pad, producing the "memory-traces" that constitute the trace technologies of the habit@: the retention, reception and repetition of an additive id:entity formation. Within the Mystic Writing Pad, "memory-traces can only consist in permanent modifications of the elements of the systems" (Derrida, 1978b, p. 216), and it is these memory-traces that form the id:entity of the habit@. (Contains 4 notes.)