The folks at Shacknews have fished out a few choice bits from the patent itself, including a claim that says a user's dialogue and gameplay style "may be used to characterize the user." A situation where a user might be asked to listen to a new Coldplay album in a "Sims type game" is also described. In that case, the user's responses to that ad and others could be tracked. As Shacknews states, some of the techniques outlined by the patent aren't too enticing. However, the site points to a statement made by a Google representative to British paper The Guardian. The representative told the paper that Google "does not have any specific plans to implement the technology described in the patent," and that Google "registers different patents irrespective of whether [they] actually intend to use them."