Oh boy, looks like I’m really out of the loop. When I looked back at your first post above I finally noticed that Now was capitalized and it hit me.
It certainly looks Google-ish, i.e. leveraging a vast data-mining operation to craft free services which feed back into the mountain of data. I’m sure it’s a very useful service and all but I value my privacy a little too much to be interested in all this cloudy stuff right now.