Well we see things differntly and this is okay. I won't take ads even if I get free stuff. As I said, this will, maybe, fly in the US, but in a more mature market this is DOA. I think Milhouse even spelled this out. Europeans ( I am not one) will simply view this as intrusive. For the most part they have no problems with paying for services as long as they feel in control. With Google, control rest solely in the hands of Google. Also, the Google idea, as has been stated, is nothing new. Operators have had the ability to do this for quite some time.