Mr. William Malcolm:

What one has to bear in mind is that 2.5 billion users are interacting with the service and are able to see in real time what data we hold on them. When I joined Google, that was one of the questions I was asked most commonly, "What does Google know about you?". Through a lot of investment and work, we have the suite of tools that is there today. It took a huge amount of engineering effort to get to that point, but it answers that question. It shows what Google knows, and it gives one real active control over-----