How about a conspiracy theory?
The United States government has a data mining operation. Specifically, they seek to know, and have sought to know, the content of everything on the internet. Everything. Since the beginning of this decade they have sought additionally to establish trends as to how people use this technology for national intelligence purposes. This project is only now opening to other forms of communication for the purposes of data collection and to establish trends.
This project is so large, it cannot possibly be hidden. Like other similar initiatives, they have a trade name and are operating publicly. In fact, this project is actually profitable as a private company.
It is called Google.