You know that Google’s motto is “Don’t be evil”, however with all that intelligence, it collects every day, every minute, every click, it could eventually turn very tempting for it to sample the power of the dark side. Let’s imagine just for a moment, what Google could do if it were evil.

Let’s start from what it has.

1. It knows what you search, which results click and keeps complete history of your searches (if you use Google search)
2. It knows what you send and receive in your emails, knows who your connections are (if you use Gmail as your personal or corporate email)
3. It knows what RSS feeds you are subscribed for, what you actually read and when (if you use Google Reader or the publisher uses Feedburner)
4. It knows what websites you browse beyond the search (and every page you visit), what you buy and how much spend (if the site uses Google Analytics and / or Google Checkout)
5. It knows, where you live (if you ever used Google Maps to take a look on your house from satellite’s point) and where you work
6. It builds huge datacenters and employs the best scientists and engineers specializing in information processing

Considering the popularity of the services mentioned above, it’s no wonder that it wants to answer the question “what I shall do tomorrow” for you. Be sure it can and it will. It just knows better. Better than your wife, better than you yourself.

You will be assigned a unique identifier and everything you do online will be universally tracked and saved permanently. The information collected will make up the perfect profile, which could be used (in the most innocent scenario) to sell to you more efficiently. The profile won’t be anonymous — it will have your name, address and phone number. It’s a good profile, but it can be better so you should expect more great (and free) services from Google — like free storage to keep your files or a payment system to keep your money.

The system will be learning from interaction with you and getting better in directing your attention in a way, which leads to better results. “Better results” here could mean anything — from higher revenue till better perception of a given political candidate. Evil Google would use more than just text or visual ads — it would change the information field itself – by altering search results, playing with feeds timings etc. You don’t even need to touch the raw information — it’s enough to re-wire it based on user’s profile and your goals to create a different picture.

It’s so good that Google isn’t evil.