People are overlooking how critical this technology could be for privacy, mass surveillance, and all its consequences: Personalization has been the selling point, albeit disingenuously, for the surveillance. It may be true that people won't use technologies which provide confidentiality if it means giving up personalization. A solution that does the personalization locally and with local data, thus preserving confidentiality, and which is open and free, could be pivotal.

The same was true with Firefox' customized home page ads of a few years ago. Everyone focused on 'advertising in Firefox', and overlooked the critical work they were doing: solving the problem of advertising, a seeming necessary evil, with confidentiality. In the uproar, the great value of that work was lost (IIRC).