That's true for something like Blinkx Pico [Ed: don't mention the Microsoft Paperclip], but also true since Microsoft clearly wants to use 'attention data' as a way ti make recommendations, while LastFM uses other users like you to recommend theings and promt search or discovery.

As far as content owners are concerned, Blinkx' Chandratillake said that content owners are moving from having a search box on the site to using that to set up automatic embedded feeds of information on those popular search terms.

One audience mentioned the paperclip scenario and Chandratillake said the idea is that knows what's going on contextually, but not intrusively. He says only around 2 bloggers have mentioned the privacy issue.