Google doesn't collect peoples' information for the happy, innocent purpose of improving their experience. They collect peoples' information to make money. Why can't they be honest about that?
Google is clearly in the business of improving user experience - and they are clearly unable to do this blindly. If they don't collect data - let's say information pertinent to page ranking, as in what the average user ends up clicking after a specific search - then the service that they provide will suffer. I for one have no problem with Google collecting information for the purposes of page ranking, personalised ad displays, UI optimatization, or even just debugging. That is of clear benefit to me; and the second that I think there is an imbalance between Google's goal of improving my searches, my gmail, my web shopping, and their data collection, I will drop them to the floor like a retarded baby. I DO have a problem with current legislation allowing governments all over the friggin place access to the information that Google holds on me. That information is between me and Mr. Google for the purpose of allowing them to serve me better, all the while making money of me. That is the beauty of capitalism.
Programmers do it bit by bit.