Alexis Madrigal @ The Atlantic: How Google Builds Its Maps—and What It Means for the Future of Everything - Technology :
"Or as my friend and sci-fi novelist Robin Sloan put it to me, 'I maintain that this is Google's core asset. In 50 years, Google will be the self-driving car company (powered by this deep map of the world) and, oh, P.S. they still have a search engine somewhere.'
Of course, they will always need one more piece of geographic information to make all this effort worthwhile: You. Where you are, that is. Your location is the current that makes Google's giant geodata machine run. They've built this whole playground as an elaborate lure for you. As good and smart and useful as it is, good luck resisting taking the bait.