The plan is coming together now
According to Google, whitespace use is critical for the future of the Internet and it requires a geolocation database to protect public TV broadcasts. This forces the use of Google Location Services at the router, not at the browser where it's optional. Now Google knows where HTTP traffic originates within a very small area. Combine it with their tracking services, search engine hits, GMail, etc. and they have the ability to track everybody in every detail all the time. I don't think there's a shortage of bidders for that kind of data.