"Whoever's leading the market [in five years] will be the ones who are actually the most trusted. If we can maintain that trust, then we can remain a market leader. If we don't, it's a question."

-Prabhakar Raghavan, Google's senior vice president of advertising and commerce, in an interview earlier this month with CNET, in which he talked about data collection, cookies and the lessons learned from “Facebook’s privacy fiascos.”