This post title is taken directly from Bill Slawski's excellent thread at Cre8asite on the subject of Google's new patent regarding the application of users' personal surfing data collected through the toolbar into the search results rankings. Bill's noticeably perturbed, as are many who comment on the thread, about the amount of data that Google is storing and applying to their results.

Some examples include:

• Measuring Bookmarks (in a thousand different ways)
• Anticipating Users' Click Patterns and Visits
• Monitoring how far down a given page users scroll
• and many, many more...

The full thread is worth reading, as Bill's analysis is excellent and timely. Don't forget to take his advice, either and sock anyone who tries to get you to install Google's "add-on" software to your browser.