Cool friend finder or big brother?

Location apps seem very interesting to me. I generally don’t go to places that I would be embarrassed to be seen but something still seems a little Orwellian about sharing my location at all times.

Since I work at home people tracking me would probably become bored rather quickly. Google dove into the location game today with a new app for mobile devices called Latitude. Looks kind of cool. I wonder how soon they will start showing you ads based on your location?