While Apple has iAd and aggregates traffic data, for the most part they've thus far been content to merely take our money, give us shiny boxes, and not really bother much about who we are and what we do. Not all companies make their money off of massive hardware margins, however. Google, for their part, wants to catalog the world's information. They want to bring you info before you know you need it. They want to build the Star Trek computer. That kind of omniscient service requires an omnipresent awareness that needs to know as much about who and what you are as possible. Microsoft has been transitioning from software powerhouse to services alternative for years now, and with the just-announced Xbox One, they've arguably about to take over the living room. With Google on one end and Microsoft on the other, will Apple become an oasis for the more privacy conscious among us?