I read a very interesting article on this yesterday. It said that, where we are headed with data mining is individualized marketing AND PRICING - a market of one. This means, for example, based on the fact that you just uploaded pictures of your new car, and based on customer reviews of its stereo, when you go to Crutchfield.com your prices could be high than mine since they perceive your desire to be greater.
Wow, for a marketing or sales guys this is a big boost for them. Leeches love google for sure. lol