Brin commented: “People don’t realize that search is driven by humans and of course humans are driven by their DNA.  We plan to harness the power of DNA analysis to return search results that are what the person wants to see based on our analysis, even if it isn’t linked to what they submitted as a search query.”

Elaborating on the strategy with an example shown at a press conference Brin showed that our queries often don’t return the results that we “really want” and insights into our individual preferences can be gleaned through an analysis of our DNA.

Would Google give access to advertisers?  Although the company downplayed the interest of advertisers it is pretty clear that the company plans to link DNA results with advertising strategies to optimize click through.

One advertiser at the press conference said they were already briefed by Google on opportunities to show ads to what they described as “basically stupid and impulsive people” according to their DNA.  The individual described this as the holy grail of advertising offers and that they would be paying up for positions to those users.

Google also too pains to avoid specific questions about privacy and user control of how their DNA would be used.  Management kept leaning on their “do no evil” but that has become suspect in recent times as it has become clear that Google thinks they may know what is “good for you.”

In an imaginative stretch of search result shaping the company talked about not showing certain results based on weaknesses that DNA results might show.  Examples included no cigarette information (other than warnings) to those with a high risk of lung cancer and lots of inspirational “seize the day” type of results shown to those showing high risks of early death.

In the Q&A Google officials stressed that individuals would have complete control over how their DNA results were used.  But privately Google officials noted that the ability to “opt out” would require complex navigation and continual attention to answering questions just right.  They felt that over 90% of users would fail to have the energy and/or ability to opt out of the program, thereby ensuring their success in further monetizing mankind.

CONTACT:  Judy McIntyre, BSNesswire, 617-475-3034