There are two common complaints about the sort of radical personalisation that Google is attempting with its new Google Now mobile search service. One is that it doesn’t work: the other is that it works too well.
For the sake of Google’s bottom line – not to mention all the other internet companies pushing up against the frontiers of the mobile internet – the latter is by far the preferable error to make.
Google Now is an oxymoronic idea that might best be called “push search”. If it works as advertised, your phone could one day automatically serve up answers to your most pressing questions – before you even think of asking them.
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