I guess in the end I fail to see what the big deal is.
As long as Google isn't selling my financial data to unscrupulous persons and having me get billed all kinds of money for things I don't want, or creating a dossier on all the weird shit I've searched for and forwarding it to my boss, what's the big deal?
So what if some marketers know everything about what I like to buy or look for? How, in the end, does that really affect my life? Yes, it's a bit creepy sometimes, but it makes no impact on my quality of life.
What *does* freak me out is how my credit card company can ask me to confirm my height and weight when I talk to them on the phone, and when I ask them how the f**k they found out how much I weigh, they tell me that by law they're allowed to download all the information from the Department of Transit and so they know everything that's on my drivers license. THAT's the kind of stuff that I find extremely scary, and that's the kind of thing you can't do anything at all to prevent other than living in a shack in the mountains somewhere.