The Nub
“Big Brother technologies are on the rise and are being used to divine your intent. Fortunately, they aren’t looking for mind-crimes but for the mundane — where you’ll spend your next dollar.”
Tom Foremski here
And somewhere else - sorry, I need to find the link - there is the nub. Think of the good that can be done with this service - and then compare with how it will likely first be used.