Do I Need to Capture Location?

Google has done an incredible job of making it easy to calculate the location. It's under the umbrella again, are the future location service in our devices. And we can't see exactly how it's happening, but we get the best it can do - which is amazing. Is there attention here between a huge advertising company or a company which revenues are basically based on advertising and access to location? You know, we talked about privacy before. Is there any tension here?