I, Google

"The goal is to enable Google users to be able to ask questions such as ‘What shall I do tomorrow?’ and ‘What job shall I take?’ "

That's Google CEO Eric Schmidt, speaking to journalists in London, where he reiterated the company's interest in personalized advertising.

"We cannot even answer the most basic questions because we don’t know enough about you. That is the most important aspect of Google’s expansion."

This means, of course, that Google wants iGoogle to eventually become I, Google. Search as inseperable from being. From The Paradox of Choice -----> The Paradox of Personalization. I'm on the fence as to whether this is necessary on a human experience level. But since we all serve at the pleasure of advertising (it's a cynical morning here at Google Watch), I guess we don't have much choice.