@e-ville,

I don't think that it is a problem of understanding but one of perceptions. You view Google dropping ads into your life as a good thing. I don't. I consider it an invasion of privacy. I would gladly pay to never see an ad unless I want to see them.

Second, this brave new frontier is nothing new. The operators have had the ability to plot your every step for years now. This is how GSM works. The US is a bit, well in many cases, quite a bit less mature and see these "Google" announcments as marvels. Sorry but been there, done that. Europeans, for the most part are not going to want ads popping up in their phones just for the sake of free brwosing. I live in Helsinki, and can surf pretty much for free without seeing a single ad. Google's revenue model will not work here.

Also, I use my Gmail account as a place where all the advertising and spam mails are dumpled. Rightfully so I would say.