Don Draper is in the Microwave?

I don’t know why this comes as any surprise.  The Wall Street Journal reported today that Google has informed the Securities and Exchange Commission that it anticipates delivering advertisements to a whole new class of smart devices, which could include the newly acquired Nest thermostat and other future household appliances. 

So, you feel a little chilly and go to turn up the heat, how about an ad for Eddie Bauer sweaters?  Or better yet, your craving something sweet and your smart refrigerator knows you’re out of ice cream, how about an ad for Ben and Jerry’s Chocolate Chip Cookie Dough?

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Now to be fair (and I’m not sure why I’m being fair at the prospect of Don Draper invading my living room any other time than Sunday night when I invite him), Nest Labs issued a statement that its privacy policy “limits the use of customer information to providing and improving Nest’s products and services.” 

But, what exactly is the definition of “improving services.”  What if “improving services” is letting you know Eddie Bauer has sweaters on sale?  After all, if you wore a sweater, you might not be turning the heat up all the time.