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Combining social services such as search, community building, mail, with business, money-making is called "monetizing" the service.
"There’s an inherent conflict between traditional notions of personal privacy and the Internet’s emerging goldmine, targeted advertising. Other than the subscription fees that carriers collect for access to the Internet itself, the only reliable revenue stream the ’Net has ever generated is ad sales, which mostly depend on the advertiser having knowledge of the consumer’s tastes and interests."
"... The growth of unfettered advertising would come to have a corrupting effect on publishing itself, leading to a credibility meltdown of sorts."
— TheRegister.com,
http://www.theregister.co.uk/2009/06/29/bennett_google_privacy/
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