Why some of us like location data and some of us find it creepy

White Horse have published a report called Lost in Geolocation, why consumers haven’t bought it and how marketers can fix it.  Warning it took am an age to download it, but worth a read and there are some great graphics in it.
Executive Summary
Our research generated four key findings:
 Location-based services have not yet reached the tipping point.
 The chief barriers today are a lack of clear benefit and privacy fears.
 Users are mostly young, active contributors to social networks.
 Marketers will need to create and test new geolocation experiences that
are not generic but relevant to a particular brand and audience.