Maybe they could create an RSS reader, and keep track of analytics and behaviour on how people read and consume their favorite sites' content, then insert relevant ads in that experience?
Or perhaps they could create designer glasses, and use the two face recognition companies (Viewdle, Neven Vision) they have bought since 2006 to keep track of population behaviour, then sell relevant feeds to panicked (0.25 9/11s) or eagerly demanding (1.0 9/11s) governments.