[Yawrehto]

Yes, in theory. Tracking someone's health can help doctors diagnose issues. If you search for "nosebleed" and then "back pain", that can provide valuable information, particularly if you might forget to mention symptoms. Tracking what you search for and click on could be used to suggest news stories you'd be interested in, and not just funnel you towards sensationalism. Et cetera. However, good uses are pretty niche, and certainly not what most data is used for.

[acobb99]

Some nice ideas. I think recommendations (health, products, news etc.) would be really useful. But you're right, none are as big a market as ads.