Unified logins let us get to know our audience in ways we never could before. They gave us their locations so that we might better tell them if it was raining outside. They told us where they lived and where they wanted to go so that we could deliver a more immersive map that better anticipated what they wanted to do–it let us very literally tell people what they should do today. As people began to see how very useful Google Now was, they began to give us even more information. They told us to dig through their e-mail for their boarding passes–Imagine if you had to find it on your own!–they finally gave us permission to track and store their search and web history so that we could give them better and better Cards. And then there is the imaging. They gave us tens of thousands of pictures of themselves so that we could pick the best ones–yes we appealed to their vanity to do this: We’ll make you look better and assure you present a smiling, wrinkle-free face to the world–but it allowed us to also stitch together three-dimensional representations. Hangout chats let us know who everybody’s friends were, and what they had to say to them. Verbal searches gave us our users’ voices. These were intermediary steps. But it let us know where people were at all times, what they thought, what they said, and of course how they looked.