When you log in to Netflix.com, you see a new tab called Watch Now.
Except, when you log in to Tidal – it's very early days yet, admittedly – what you get is another streaming site.
"Right now, when you log in, you'll see accounts to follow or similar content in the right column," said Costolo.
If you have friends on Turntable.fm (it links into your Facebook account), you'll see where they are when you log in.
For example, you can request notifications when you log in or use your phone to create a two-step authentication process.
You don't even have to change your passwords all at once: the manager will notice when you log in, and ask you whether you want to save the new password.
They can then change what you see when you log in to make it easier to find the products their data suggests you will buy, and in-store they will use their data to make decisions about what they sell.
For example, a new feature called FileVault can encrypt your entire "Home folder" -- files, Web bookmarks, e-mail and all -- and then decode them automatically and invisibly when you log in.
When you log in to Shadow Cities, you see your actual location, as if you were using a satellite map program, which you are (using the iPhone's GPS service).
TIP OF THE WEEK To help protect your Facebook account, you can turn on the login approvals option in your settings, which requires that a special code be sent to your phone when you log in from a new computer.
A. Although Google does send text messages to your registered mobile number for security purposes (like account-verification codes) when you log in from new devices, messages that ask you to text or call back are fraudulent.
