I want a search engine to identify when someone is attempting to manipulate it and to counter that. I don't want Google Bombs like "miserable failure" regardless of how I feel about the actual politics, to make the results useless. I'm not so childish as to expect an echo-chamber everywhere I look.
This means no more companies whose entire existence is to try to improve someone's search rankings.
As to data being collected, I'm actually okay with the top 80% of searches in a given day being used for advertising revenue, assuming no geographic data beyond nation, and no personally-identifiable data is collected. That's how a search engine would make money, by selling ads based on what people want to know about. If Ford has a press-release about the new Focus, and people search for that, I'm okay with ads related to the Focus or to Fords coming up. I just don't want more than "this term is being asked for this many times on this day" to be reported.