my friend @digital_boy tweeted a reply to me earlier today,  so I clicked to the link.   

So the questions now are: What data do they exactly record? How is the location data tied to the unique identifiers of your iPhone, iPod touch, or iPad? Who exactly can access this information and when? What could be the reasons for accessing this information? How, when, and why police and federal authorities can access your device whereabouts? How long this information is going to be stored? Can I ask Apple to delete all my location information whenever I want?

Apple Now Storing and Sharing Your Location With Others

Kinda scary,   but does give a big push to the growing location based apps. Havent yet been a big 4square or gowalla guy,  but as @scobleizer says,  if it makes me “transactional” in a way that benefits me,  I will remain open.  But I don’t quite trust carriers and providers and even Apple.