Matt Jones takes a look at some of the issues surrounding running geolocation based services, and the opportunities they offer us for the future. Particularly pertinent: "location is a matter of routine. We're in work, college, at home, at our corner shop, at our favourite pub. These patterns are worn into our personal maps of the city, and usually it's the exceptions to it that we record, or share – a special excursion, or perhaps a unexpected diversion – pleasant or otherwise that we want to broadcast for companionship, or assistance."