It's incredibly valuable. If I were google, I'd harvest the crap out of the data to make ad-serving pinpointing even more granular than it is now. Not only can

It's incredibly valuable. If I were google, I'd harvest the crap out of the data to make ad-serving pinpointing even more granular than it is now. Not only can they use the data to immediately make their ad selection algo more accurate, but I'd imagine lumping all this new data alongside existing user-profile datasets will reveal new purchasing trends (and therefore advertisement campaign trends) at an exponential rate. They are essentially an ad sales company after all so that behavior shouldn't be unexpected. I also wouldn't really be surprised if they added hardware code that logs exactly when and where a given fitbit device is within bluetooth range of another fitbit device (or any google device for that matter). Then create a (or improve upon their already existing) network map via triangulation to see where each user goes, how long they interact with specific people, which supermarket isle they walked down when they happened to walk past another fitbit wearer that is known to be part of xyz demographic, etc.