They will appeal of course. They'll have to because this could be massive. The EU directive that's causing them the problem states clearly that cookies cannot gather data which can be used for advertising without the express permission of the visitor. In the Safari case it was obviously not given. However, how many visitors to not only Google but also Twitter, Facebook etc have given permission for their data to be recorded? No doubt an argument will be raised that they know what is going on so that permission is implied by the fact that they continue to use these websites but the directive is vague on what 'permission' can be defined as. Bumper payments are in store for lawyers on both sides.