Torn...

I read that there is a new service through Google that is being piloted in San Francisco. It capitalizes on the wi-fi boom.
Wi-fi connections will route through Google and be able to determine exactly where you are, physically. Google will then serve you ads over wireless that cater to your surroundings. The example given was a Starbucks coupon being delivered to someone walking past a Starbucks.
I'm torn. The geek in me thinks this is very cool technology. The other part of me thinks WHOA! That's way more than I want out there.