Kristin- How far will search go?

While reading John Battelle's book The Search it really got me to thinking about how far search has come in the past ten years and where it will be in say another 25. I really enjoyed reading this book because the author really gets you thinking about how much our world already has changed because of search and how much more it is going to change within our lifetime. The part that really struck me was his vision of being able to walk into a grocery store, scanning an item's UPC on ur cell phone, having your phone pull up information on the item, and having the consumer be able to compare prices and read reviews on the item all within seconds. This made me really start to think about the endless possibility advertisers have and how specific and targeted their marketing is getting to each individual consumer. While the whole idea is quite thrilling to think about it can also be a little scary. When is it simply too much or pushing the line?