content: Not as horrifying as the idea of corporations using it to their advantage...that has been  my nightmare since Google bought Nest;  think of the possibilities for targeted advertising once Google knows how you behave at home (think of what they already do with the contents of your email...);  oh,  we noticed that your fridge is getting empty,  here are  ads for the local Kmart;  oh,  we noticed that your house is on fire,  here are (belated) ads for insurances,  emergency care hospitals in your area;  oh,  we noticed that you brought a date home,  here are ads for condoms;   oh we noticed that your date is not your spouse,  here are ads for divorce lawyers,  etc.  infinite possibilities.  At that point,  I really don't care if the NSA is having  a piece of the action too.