And because everything is trackable, ads are better tailored to consumers. This is what made Google AdSense so attractive to so many. This is what made behavioral tracking so frightening to those who prefer the illusion of anonymity.
The promise behind the Semantic Web ("Web 3.0") is of a universe that caters entirely to us. Anything with a chip or an agnostic barcode will be internet-ready or readable, and anything internet-ready should be able to serve us what we seek at any given moment.
But will it give me what I really, really want? Will it give me more me?