It is not just about the location. It’s about the time of the day, the time of the year, whether you are tired or not, whether you are happy or not, whether you seek specific information or whether you just browse to kill time. It’s about the temperature, the climate, the current whether conditions, your immediate surroundings, whether you’re hungry or not, about your likes and dislikes, whether you’ve got money to spend or whether you are on a tight budget. Is it a working day or are you on leave? How about what’s next on your schedule and what you just did before. How about your hobbies? All kinds of other preferences? Did you ask for it or not? What’s your cultural background? How old are you? How tall? Are you a male or female? Married? Engaged? Single? Who are your friends? Your family? What languages do you speak? Can you hear? See? What do you already know? What have you experienced before? Are you moving? At what speed? I could go on and on… How much of all this context is really considered today? How much of it can be derived from location? At least partly? How much can be derived from time?