Google had a brilliant advertising business with AdWords originally, where the ads were simply based on the search term and not a bunch of Orwellian surveillance on the person searching. From the research I've seen, all this privacy-invading crap doesn't even improve ad performance much - it's small incremental gains at best. And per this article, those gains are clearly coming at the expense of user trust and goodwi…
The future of Google maps is actually as a recommendation engine. They are adding icons now that are suggested by Google, and advertising that way.