That's the same data every company has on me. But that sort of thing is limited. Google wants to mine my email, my photos, my calendar, and my documents. They a

That's the same data every company has on me. But that sort of thing is limited. Google wants to mine my email, my photos, my calendar, and my documents. They also want to watch everything I read online via RSS. They want to dig into my voicemail on google voice. That is an unprecedented level of intrusion that I'm not sure I want. It is the primary way they make money. So they are forced to dig ever deeper to get better analytics to more narrowly target their ads. The incentives are aligned with them becoming ever more intrusive in their data mining. This level of data gathering makes grocery store shoppers clubs and Apple knowing what music and movies I buy pale in comparison. Here is a thought experiment: if tomorrow, it was announced that Microsoft was going to start mining Outlook calendar data to target Bing ads, what would be the reaction?