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web 3.0 - personalisation or targetting?

will we really be in control or will web 3.0 be just a way to get better targetting for ads etc.

are we heading for a minority report style system - positioning via mobile etc. then having dynamic ads specifically targetted when you walk past them?

as Chris Brogan says: who does the social graph really benefit?

And we’re not just talking facebook - what about google social api?