I just finished browsing Forbes website using Chrome beta on my Android phone. It was amazing! When I finished an article I could scroll up a little and a menu of related stories was available for me. I had read about this in the past, but this is the first time that I actually got to try it.
These are the kind of things that I want to be able to do. If someone has to have all my data, I want something in return for it. I want to be shown things that are of value to me that I would have missed on my own.
So far I think that Google has made more progress in this area than anyone else. They may be using my data for advertising, but they are giving me something of great value in return. As long as they don't turn evil, this is an exchange I am more than willing to make.