I think if we really think about it, Google is just adware.
I think people tend to get too caught up in the whole ‘privacy’ thing, when the real issue here the advertising thing.
Perhaps in the earlier more utopic days, Google was supposed to be a tool to ‘democratize the world’s information and make it useful’. Now the new modus operandi is:
Let us use tactics to maximally increase our advertising revenue, which happens by tracking certain user behaviors to ‘better serve them’ with more ‘accurate’ ads.
Thus my critique of Google is mostly an aesthetic thing; I hate advertisements, pop up ads, banner ads, and almost all forms of ads. Worse when I try to watch a YouTube video and I have to watch some lame ad.