Google May Know You Better Than Your Mom

It’s almost Mother’s Day—a time to reflect on the people who know us best. For most of us, that’s Mom. But there’s a new contender for that title: Google.

The ways we find, purchase, and consume goods and services have radically transformed over the past few decades. From the corner store to the cloud, the evolution of commerce has not only changed how businesses operate—it has redefined our role as consumers. Understanding the subtle differences between traditional commerce, SaaS, and online advertising reveals a profound truth: in today’s digital economy, you may not be the customer—you may be the product.

Traditional Commerce: Simple and Direct

In traditional commerce, the transaction is straightforward. You need a pair of shoes, a book, or a blender. You go to a store (physical or digital), browse your options, compare prices or features, and make a purchase. Ownership is transferred. You pay money, and you get a tangible good or service. Your role as a consumer is clear and limited to the exchange.

SaaS: Access Over Ownership

Software-as-a-Service (SaaS) introduced a shift. Instead of purchasing a product outright, you subscribe to use it. Think of tools like Microsoft 365, Salesforce, or Adobe Creative Cloud. You’re not buying software—you’re renting access to it. The company maintains the product, keeps it updated, and charges you monthly or annually. You’re still the buyer, but you don’t truly own what you’re using.

Online Advertising: When You Become the Product

Now consider the online advertising model—dominant in platforms like Google, Facebook, Instagram, TikTok, and YouTube. You’re still searching, scrolling, liking, or posting, but everything changes behind the scenes.

Your queries are logged.

Your clicks tracked.

Your attention analyzed.

Sophisticated algorithms crunch all this data to serve you personalized content and ads. But the ads aren’t just for you—they’re for advertisers. What’s being sold isn’t just ad space; it’s you. Your behavior, interests, location, and even mood patterns are packaged and sold to businesses eager to reach someone like you.

You’re not the customer. You’re the inventory.

The Great Misunderstanding: “I Deserve Better!”

Many users of free platforms like Facebook and Instagram express outrage when a beloved feature is removed or an algorithm changes. They act as though they’re paying customers entitled to dictate the direction of the product.

But here’s the uncomfortable truth: these aren’t public utilities. They’re private, ad-supported businesses. And if you’re not paying, you’re not the customer—you’re the fuel.

The real customers are the advertisers whose dollars drive the platform’s evolution. Your engagement helps, but it doesn’t pay the bills. That distinction matters.

The Trade-Offs We Make

Each of these models has trade-offs:

• Traditional commerce offers privacy and ownership but limited convenience.

• SaaS provides access, flexibility, and rapid improvements—but at the cost of control and permanence.

• Online advertising feels “free,” but the price is your data, your attention, and arguably, your autonomy.

As users and professionals, we need to understand these differences. Awareness helps us make smarter decisions—whether it’s choosing platforms that prioritize user rights, paying for tools instead of relying on ad-supported ones, or simply recognizing the value of our digital selves.

Final Thought

So as you search for that perfect Mother’s Day gift or restaurant, remember—Google already knows what you’ll click on. It might even beat Mom to the punch.

In the digital economy, if you’re not paying for the product, there’s a very good chance you are the product.