They supposedly plan to use this, and the GPS to provide more smart ad's. These ad's will be part of the free Wifi, and they plan to advertise shops around you.
IMO, I think Google, is very fascinating, but it's actually starting to creep me out. It has no boundaries, and is stopping no where. However, I think it's great that they provide their engineer's 20% of their time, to personal projects. This is actually how they're getting alot of their newer inventions. Projects such as AdSense, actually came out from this.