I would literally be lost without Google Maps.
I mean that. I once got lost in my own neighborhood because my phone died. I had to ask a human for directions. It was awful.
But have you ever wondered why it's free?
(Narrator: It's not out of the goodness of their hearts.)
The "Free" Lunch
Building a map of the entire planet is expensive.
- Satellites cost money.
- Those cars with cameras on top cost money.
- Keeping 50 petabytes of data updated costs money.
Google spends billions on this. And they give it to you for $0.
Why?
Because Data is the New Oil
Every time you open Maps, Google isn't just telling you where to go. You are telling Google:
- Where you live
- Where you work
- Where you get coffee
- How fast you drive (sorry about that speeding ticket)
- Exactly how long you spend at the gym (or the donut shop next door)
Did you know? Google Maps tracks your location history even when you aren't using the app (unless you turn it off... and even then, it's complicated).
The Timeline Feature: Cool or Creepy?
Check your "Timeline" in Google Maps.
It knows you went to Thailand in 2018. It knows you took a detour to that sketchy gas station. It knows you stopped walking for 45 minutes at a Pizza Hut.
To me, as a developer, this is an impressive engineering feat. To me, as a paranoid human, this is a dystopian nightmare.
The Real Customer
You aren't the customer. Advertisers are.
- "Hey Google, show me coffee shops."
- Google shows you Starbucks first.
- Starbucks paid for that.
Businesses pay Google to appear on the map. They pay for "promoted pins." Your navigation is just a really advanced delivery mechanism for ads.
The API Cost
Oh, and if you're a developer? It's DEFINITELY not free.
Using the Google Maps API for your app costs a fortune. They hooked us all on the cheap stuff in 2010, then jacked up the prices in 2018 by like 1400%.
Classic dealer move.
Conclusion
I'm not going to stop using Google Maps. Apple Maps still tries to drive me into lakes sometimes.
But it's important to remember the transaction.
You get to arrive at your destination on time. Google gets to know everything about your life.
Fair trade? Maybe.
Just don't act surprised when the ads start getting really specific.
(I searched for "back pain" once and now Maps recommends chiropractors on my route to work. It's haunted.)
