What does the company that has almost everyone, in the world, touch its properties once a week in some way want more? What is the real race?
We know by now the race.
People are getting intelligent(or let's say digitally savvy), information is getting larger, discovery is getting harder, computing power is increasing and algorithms can be processed.
In the quest to get ever so close to predicting the action, you have to connect intention and context. The intention is non linear but is predictable. That's where the the build up to intention has its own trail of breadcrumbs that we leave, thanks to dopamine that our brain receives with every touch; a context is spun, an intermeshing of connected strands. But those bread crumbs and those signals still can't match what's really happening; inside us.
Close to your heart and mind, in literal terms, what is happening in you, within you, that is the last frontier of connecting to a human. The genetics are decoded. The carbon form can disagree with its disposition but the composition of its code along with the indicators of his body and mind, and the temporal shaping forces of environment, circumstance will be more accurate than the subject's, ... you and me, assertion of its own path to a decision . Emotion and motion are connected, physical reality is spiritually inspired. That leads first to acquiring the physical vitals of the carbon form, and although they are good for many a conclusions (think Fitbit), they are still not enough, close enough is not enough.
If you have a computing device that can presumably process and break long bits of intertwined complexity, you can definitely feed it the vibrations of a human brain to decompose. And that my friends will be the next play for the big players. Of the remaining senses to be captured, thoughts are the only direct playing field up for grabs.
I have not dug into which one of these already have investments from big four, but I believe this is where you will find the next acquisition, or maybe a close akin to it. Elon's got something in mind, he is thinking of your mind...