You (hopefully) already know the king of web retail is mining data based on your shopping habits, location, music taste, and other fairly obvious lifestyle indicators.

FORBES: Amazon Is Guessing Your Religion From Your Gift Wrap

The King's Fund said the Department of Health data was not perfect but warned the variations in spending were too big to be ignored.

BBC: NHS 'spending lottery persists'

Automatic Data Processing (49, ADP), the king of the outsourcers.

FORBES: Out-Sourcerers

Now that voice is an inexpensive afterthought (though still not good enough on many mobile links) and data is king, we see the need for more integration to meet the new challenges of the multimedia exaflood.

FORBES: Connect

And while Google, the king of cloud computing, has been cagey about revealing just how many servers house its treasure trove of data, the company said that of that 1 to 1.5 percent, it accounted for less than 1 percent -- meaning, just a hundredth of a percent of all the electricity consumed last year.

ENGADGET: Report: data centers accounted for just 1 to 1.5 percent of electricity use last year, Google claims less than 1 percent of that