been expressed that governments may use this information to conduct mass surveillance on their populations. Commercial mass surveillance often makes use of copyright laws and "user agreements" to obtain (typically uninformed) 'consent' to surveillance from consumers who use their software or other related materials. This allows gathering of information which would be technically illegal if performed by government agencies. This data is then often shared with government agencies, thereby, in practice, defeating the purpose of such privacy protections. One of the most common forms of mass surveillance is carried out by commercial organizations. Many people are willing to join supermarket and grocery loyalty card programs, trading their personal information and surveillance of their shopping habits in exchange for a discount on their groceries, although base prices might be increased to encourage participation in the program. Through programs like Google's AdSense, OpenSocial and their increasing pool of so-called "web gadgets", "social gadgets", and other Google-hosted services many web sites on the Internet are effectively feeding user information about sites visited by the users, and now also their social connections, to Google. Facebook also keep this information, although its acquisition is limited to page views within Facebook. This data is valuable for authorities, advertisers and others interested in profiling users, trends and web site marketing performance. Google, Facebook and others are increasingly becoming more guarded about this data as their reach increases and the data becomes more all inclusive, making it more valuable. New features like geolocation give an even increased admission of monitoring capabilities to large service providers like Google, where they also are enabled to track one's physical movements while users are using mobile devices, especially those which are syncing without any user interaction. Google's Gmail service is increasingly employing features to work as a stand-alone application which also might activate while a web browser is not even active for synchronizing; a feature mentioned on the Google I/O 2009 developer conference while showing the upcoming HTML5 features which Google and others are actively defining and promoting. In 2008 at the World Economic Forum in Davos, Google CEO Eric Schmidt, said: "The arrival of a truly mobile Web, offering a new generation of location-based advertising, is set to unleash a 'huge revolution'". At the Mobile World Congress in Barcelona on 16 February 2010, Google presented their vision of a new business model for mobile operators and trying to convince mobile operators