I don't really care about privacy. I recognise the fact that other people do, but I don't have anything to hide. Add that to the fact that I'm not especially interesting, and that I've been on the internet so long, and have such a unique name, that there's a lot of me out there already. That's why I'm not bothered by commenters saying that Latitude is a massive privacy invasion. For me, the social proprioception offered by Latitude far outweighs the downsides of having my location available to my friends.