A clear aim of the patent is to assure its audience that Google scientists will not be deterred by users' exercise of decision rights over their personal information, despite the fact that such rights were an inherent feature of the original social contract between the company and its users. Even when users do provide UPI, the inventors caution, "it may be intentionally or unintentionally inaccurate, it may become stale.… UPI for a user… can be determined (or updated or extended) even when no explicit information is given to the system.… An initial UPI may include some expressly entered UPI information, though it doesn't need to."

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 249