One of the more interesting things that has only really recently began cropping up all over the internet is the concept of related advertisements. The basic concept is that when you enter a search query into Google, the results list will pop up with a list of websites, while on the side of the page, Google provides different links and advertisements related to what you searched for. This also appears in Google Groups, in which sidebar advertisements for different products and services appear based on textual content within the specific page or thread in the group. For example, you could have a group about baseball, and on the side of the page would appear links for buying tickets to games, or ads for sporting good stores. The implications for this are quite large. This is just one such way in which Google is trying to effectively "learn" about it's users - in short, Google is trying to become smarter, which brings with it a number of benefits, and also some potential cause for concern with regard to what is next in terms of the technology involved. Does Google keep track of what people search for? What they shop for? Are there detailed databases of information? Who knows? Google even now uses live video feeds of different locations around the world. Does Google keep track of where you go? Are you being watched?