Not sure. Not sure. It sounds like a good idea but I'm always suspicious of add-on after add-on. I can see some benefit for high traffic sites but what about us 'little guys'? Like you say though, aside from this - I'm also concerned about who has all my information. If a recent tool I used is anything to go by ... I have way too much information out there already just by being an active internet user for things like banking, buying goods, blogging, facebooking and emailing. So I'm a little apprehensive even if it is part of the Google empire.

Some big names going - would be great to hear more about their ideas on 'engaging' the ever more informed and connected consumer. Does it link to loyalty? Profit? Would be good to hear about the relationships.