Google wants to change the world. Knowing what they know and not doing anything with it is anathema. Being able to see what peopl want, how they think, all this is part of their intention to build something different. That isn't a bad thing, they're not out for control in a cravenly sense, and they aren't positioning themselves as a kind of benevolent dictatorship. And Chrome, in its simplicity, telegraphs their plan. Firefox replacement? Hardly. Microsoft replacement? Nothing like that. What Google is working on is an Internet replacement. Or rather, an alternative.