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Gmail scans your email in the same way as Hotmail or Yahoo! or any other service would scan your emails in order to mark junk mail, insert hyperlinks for web addresses, etc. Your mail is "read" by computers by all of these services, and I'm quite happy for there to be relevant discrete text adds rather than the huge annoying Flash banners you get on Hotmail and the like. If you find it creepy, just don't sign up.
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