Google launches Ingress - and you are their digital serf (while playing a great AR game)

Awesome news guys, Google Launches Ingress, a Worldwide Mobile Alternate Reality Game, and we can all join in with our smartphones. With your phone in hand “you’re like a rat in a maze on the phone” as Hanek said to allthigsD, but when you get home to your computer you can have a larger view of the game map. The game itself involves a lot of physical activity, as players have to get out and walk to play it (though driving isn't forbidden). Meanwhile your phone sends GPS data back to Google.. tick... tick... tick. "Turn right on Bedford street... Left on Christopher street...." Oh man. You are a rat in a maze, collecting walking directions for Google. Have fun.

But Hanke contended that the game will be good for Google’s business from the beginning. That’s because of advertising. Ingress incorporates real physical stores and products in the game, and has brokered relationships with Hint Water, Zipcar, Jamba Juice and Chrome apparel and messenger bags.
And eventually, Google plans to make these real-world game tools available as a platform for developers to make their own.