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There's no technical reason why, perhaps in return for a cheaper phone bill, you mightn't consent to be shown not the quickest route between two points, but the quickest route that passes at least one Starbucks. If you're looking at the world through Google glasses, who determines which aspects of "augmented reality" data you see - and did they pay for the privilege?

it's hard to interpret the occasional aerial snapshot of your garden as a big issue when the phone in your pocket is assembling a real-time picture of your movements, preferences and behaviour

"There's kind of a fine line that you run," said Ed Parsons, Google's chief geospatial technologist, in a session at the Aspen Ideas Festival in Colorado, "between this being really useful, and it being creepy."

"Google and Apple are saying that they want control over people's real and imagined space."

It can be easy to assume that maps are objective: that the world is out there, and that a good map is one that represents it accurately. But that's not true. Any square kilometre of the planet can be described in an infinite number of ways: in terms of its natural features, its weather, its socio-economic profile, or what you can buy in the shops there. Traditionally, the interests reflected in maps have been those of states and their armies, because they were the ones who did the map-making, and the primary use of many such maps was military. (If you had the better maps, you stood a good chance of winning the battle. The logo of Britain's Ordnance Survey still includes a visual reference to the 18th-century War Department.) Now, the power is shifting. "Every map," the cartography curator Lucy Fellowes once said, "is someone's way of getting you to look at the world his or her way."

The question cartographers are always being asked at cocktail parties, says Heyman, is whether there's really any map-making still left to do: we've mapped the whole planet already, haven't we? The question could hardly be more misconceived. We are just beginning to grasp what it means to live in a world in which maps are everywhere - and in which, by using maps, we are mapped ourselves.