I'm somewhat amazed at the near uniformity of opinions on this thread that having such information collected by Google (or other company) is an obvious bad thing. And that decision of millions of everyday people to give up their "privacy" in such a way is a very unfortunate reality of modern life.
I am open to argument, but it seems to me that most experience of terrible problems on the internet come from malware, browser hijacks, spam, basically the actions of criminals.
IMO, the only hope for a "civilian" in maintaining a semblance of online security is to rely upon the large providers of mass computing services.
I do not know of anyone who has had a negative experience as the result of not having a high level of online privacy.
From actions undertaken by the government or business.
The closest I know of is cases where individuals have been arrested on possessing or accessing child porn. There are also numerous examples in the media of people involved in the drug trade, or sex industries.
I don't think your average citizen is going to be swayed by such accounts that they should undertake costly efforts to protect themselves from such activities. On the contrary, I would hazard a guess that they would see the surrender of such "liberties" to be a net benefit to society.
I'm not saying this is a correct view, I could be persuaded that it's not, but I have yet been so persuaded. I'm befuddled by apparent disconnect here.