I just drove past a Land Rover - it made me want to watch the film 'The Queen' (amusing scenes of Helen Mirren as the QOE driving the vehicle). The Japanese restaurant at the end of our street has large colourful pictures of their menu in the windows - I could kill some sushi right now!
While most of us act, and believe we act, in a rational and reflective manner, there are many moments in the day when a simple stimulus leads to a short circuiting of the rational being. In an interview with Business Week, Erick Schmidt says:
[W]ith [a user's] permission we can target a useful ad—you know, "It's Eric. You had a hamburger yesterday, do you want pizza today? There's a pizza store on the right." That kind of ad is likely worth a lot of money to an advertiser because it will generate a sale.
This scares the life out of me. It is not useful to me to be exploited.