The fact that the ad attempts to present this as positive is simply sad. And scary.
You know, the people who really know that much about me to do such "mind-reading" are my close family and friends. No matter how "don't be evil" an IT company will be in the future, there is no way I would count them into the above groups. So Intel, please don't pretend that you are my best buddy. It's unbecoming.
Being "context-aware" is good - the bloody phone deciding what do on its own without me telling it to do so (by pushing a search button, yes, the horror) is bad. I want CONTROL over my equipment. When I wish to look for cheap shoe stores nearby, I will be sure to notify you first, dear ad brokers - if I want to.