Now that it is a mature industry, a balance must be struck between the needs of government, fire and rescue workers triangulating the location of individual cellphones, and the needs of consumers to have a reliable appliance that does not waste needed mobile battery capacity because it has been co-opted to the purposes of advertising. This is not a joke, and the solution is simple: 1) Advertisers and Google partners should only have access to location and demographic data from their applications WHEN THE CHARGER CORD IS PLUGGED INTO AN EXTERNAL POWER SOURCE. 2) Unless authorized by rescue, fire, police or security agencies, or if it is essential to services such as navigation, such location and demographic data should be restricted to include only the city in which the cellphone subscriber is located. Cellphones have saved many lives just the way they are, but who knows how many times advertisers have endangered or even killed consumers who would have benefitted from having a more mobile device with the battery capacity the consumer paid for? Obviously, the industry thought that battery capacity would increase by much more than it has, or is likely to in the near future. Did I mention that I also receive a lot of calls from burglar alarm installation companies whenever my phone is away from my home. I don't want anyone in a position to exploit such data to commercial advantage to have open access to it. Google partners know where they can all go. This is the point I was trying to get at. Thanks for your help.