Google Latitude...From Big Brother to Googleplex Brother

Google Latitude looks awesome, but then you think about Goggleplex Brother.  Googleplex Brother knows what you search, blog, email, and now where you are.  Your personal information is now part of the greatest index for advertisements ever built.  Ads won't be shoved in front of your face anymore, they will be targeted to reach you at the persise moment you need them too.  What is this information worth to you, or better yet can you turn it off.   Who will police Google, there is no Direct Googleing Agency to police Google and there will probibly never will be.