And of course they will combine the knowledge graph with everything they know about you. So if you are of college age and they see you are nearing the time of exams, maybe they'll just start popping up term paper ads in you face. At the end of the day, they are not doing this to be nice, they want MORE MONEY, BIGGER PROFITS, AND MORE CHAMPAGNE FOR THE SHAREHOLDERS.
It's not about helping you find what you are looking for. Heck, they even said in the video that they are going to TELL YOU what else to look at that they decide YOU SHOULD WANT TO SEE. Very dangerous territory.
In the end, In Googledom. How many players will there be... Lets see. Amazon because they're rich and have made sure they cant be eeaked out. ebay because thats where you can sell your shitty stuff. Wikipedia because they got something to say about every niche and must come first. Youtube because Google wants to see with its own eyes what the fuck people get up to...
Outside of Googledom will be the opposition guided by Facebook, Microsoft, Yahoo and all the freedom fighters, porn kings, independent sales companies and various religious groups who believe G stands for Anti-Christ.
At this rate of intellectual freedom decay, it wont take that long.