This has a potential application for Nike because users can have the option of announcing their fitness goals anonymously and emerge from this should they meet/beat their goals.
A small example of the emerging two class society? On one side those that resist (or don't have access to) new technologies and on the other those that embrace them. As technologies become smarter and more powerful so do the tech adopters creating a chasm between the two groups that leads to fear, misunderstanding and ultimately violence.