Google doesn't want your identity - it wants the data that gives you identity

It’s official: Google wants to own your online identity is the article is from GigaOm http://gigaom.com/2011/08/29/its-official-google-wants-to-own-your-online-identity/ using the same Image from Kat B Photography

So Schmidt told it like it is at Edinburgh that an “identity service” unlocks the ability to do the trade and everyone goes into melt down. Why are you somewhat shocked that Google + plus  > than competing with Facebook.  As covered in numerous posts here previously, (social) signals are a critical part of Big Data but signals from real, authenticated, trusted real people with an identity means that you undertake a real "trade".

Now lets not get sidelined by Real Name policy issues and the wider political implications;  lets just focus on the "trade or barter."  You give up data for access to FREE services, but the data cannot be identified means the value is smaller than knowing who you are. If they know who you are, the balance of value is firmly with the holder. 

The issue is not about being (or becoming) an Identity Gatekeeper as that will end in regulatory quagmire and in reality you cannot own an Identity, just as you cannot demand faith, command trust or request a reputation. Therefore, lets assume a world in which there is an economy where real people have real cash who want to spend said real cash on real products and services, then knowing who you are could kind of like be helpful.

This is not about identity but is about how you trade for goods.  Image a token with your face on it, which represents your ability to trade? - called money.