They could then acquire companies more "quietly".
Mark should also take a page from Larry's book and transition to the background more while lettings someone else run Facebook.
With Google my #1 concern is they'll shut it down. With Facebook I know it's going to sniff up all my data it can get its grubby hands on (which is also the #2 concern with Google if the product survives)
In any case on the subject I don't want anything but my own hardware processing anything thought related. That is not something the cloud should be involved in
In the most charitable case imaginable, users would be invited to enable the feature in software and experience mind control of their games, uav's, or whatever.
I envision this might end up like laptop lid cameras: there won't be a hardware disconnect switch for the feature so people will put tape over the sensor pads if they don't trust the hardware not to read their eeg.