The management of this information explosion may be a key determinant of the future of trust and reputation. Virtuous circles can emerge as information is used to create trusted knowledge e.g. Google's search engine success. But vicious cycles may also result if we become concerned about how our information is being used. Google has now patented psychological analysis of online gamers for more targeted ads, but after a marathon gaming session, would consumers be happy to see an ad for pizza popping up on screen?