Are you afraid of the Googlization of everything?

I just can't get myself worked up about it.

One of the great attractions of Google is that it appears to offer so many powerful services for “free,” that is, for no remuneration. But there is a non-monetary transaction at work between Google and its users. We get Web search, email, Blogger platforms, and YouTube videos. Google gets our habits and predilections so it can more efficiently target advertisements to us. Google’s core business is consumer profiling. It keeps dossiers on all of us. Yet we have no idea how substantial or accurate these digital portraits are. This project will generate a better sense of what is at stake in this “gift” transaction and will generate new theories of corporate surveillance that get beyond the trite “Panopticon” model.

How about you?

Via Reihan.