Advertising is just the first thing to do with that data - I expect there will be more (or already there is more - just most of it secret). The problem is that

Advertising is just the first thing to do with that data - I expect there will be more (or already there is more - just most of it secret). The problem is that there are huge network effects for information - because there can always be something interesting from a new set of data - so we'll bigger and bigger information stores until we all join the Borg.