I wish I had a crystal ball to see where the online landscape will be in 5-10 years. The only thing I know for sure is that it will look very different than it does now. Google's invasiveness in my life will certainly change, but it's not a bad thing right now. They are adding value to my life and making my day easier. They're friendly and colorful and people go out of their way to evangelize their products and services. But this may not always be the case. I can think of a couple other companies who are/were this invasive.
Hindsight is 20/20 the old saying goes. I see parallels between Google's current path and a couple other companies that go by the name of Yahoo and Microsoft. Each of those companies attempted to be and, in each case, had a chance to become what Google is today before taking a back seat.
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Click here for the back-story of how Google is stalking me.