You are the product, but what signal is the product giving off about what it intends to do?

source :http://www.nytimes.com/2012/02/05/opinion/sunday/facebook-is-using-you.html?_r=1&hp=&pagewanted=all

The NYT ran a Sunday article ( a while ago)  on how you are the product of Facebook as the customer is the advertiser.  Whilst this is not new, it is good to see it being aired in public.  However what the article missed is that the search is on for the right signal that allows me to know what you intend to do - as this is perceived to have the greatest economic benefit (this weeks thinking)

We have moved from knowing what you did and when and using the analysis of that data as a poor predictor; (but has significant economic value c $5bn) to seeing what signals you are giving off that shows me what you intend to do.  Yes we are trying to understand who influences you and who you influence as these are good economic predictors as well; but there is nothing like knowing what you are about to spend real "cash" on.   

Thinking further as we develop new currencies (replace Dollars, Pound, Euro, Yen etc) and discover again the ability to barter (electronically/ time/ goods/ services) will this knowledge (intention) have less real value to someone else (Facebook + advertiser) and more value to me?