This. It's huge. Enriching the Googlesphere with proprietary metadata at scale that other providers don't have is a clear value add. And furthermore, customer

This. It's huge. Enriching the Googlesphere with proprietary metadata at scale that other providers don't have is a clear value add. And furthermore, customers are doing part of the work required for this. In that way, it's no different than typical Google product progression. E.g.: ship Maps with Android, get everyone using Maps, leverage usage share to provide features competitors can't (like real time traffic). Or Chrome.