Think about it this way. Let's say I'm trying to buy a pair of night vision goggles that could see through people's clothes. Well let's say I search google and I get spammed with night vision goggles of poor quality and that <i>can't</i> see through people's clothes. Theoretically speaking, if the manufacturer of a night vision goggle <i>knew</i> how perverted I was, they'd be willing to pay Google to get the right information in front of me. This is because they know with that key perfectly targeted information they can make a sale with me. I want to see through people's clothes, the manufacturer makes money off me. WIN WIN!<p>That is my definition of perfect targeting. And it also explains why Google wants to get more information out of us. Obviously more information means better targeting. But this better targeting also means better ads that are more relevant. Relevant doesn't mean ads close to what I want but not really what I want. Relevant means genuinely relevant. And I REALLY believe Google is trying to achieve that perfect genuine relevancy.<p>Sure Good search results are there, but there is still noise. Good search results still requires us wafting through the crap. But with paid well targeted ads, the right information has the potential to come to you by circumventing the things that cause the noise. Companies who know they have an advantage on pervert night vision goggles can pay for that highly targeted area and get the information to the right people.