Earlier quoted context omitted.
It's not Google Maps that's doing the tracking. He turned off notifications in Google Maps, not location history, which does the actual tracking that other apps consume. He agreed to location tracking when he first set up the phone because the first run setup explicitly asks whether he wants that on or off.
A harder, deeper question, is whether the average user is informed enough about "location history" to know whether they want that on or off, and whose responsibility it should be to inform them. ... as a wise man once observed, people talk a long game about how important their privacy is, but then empirically, researchers continue to discover you can get people to divulge a lot of personal information for a Snickers…
I do find Google's level of data collection a bit creepy, but I also don't see how they could reduce the amount of data they collect without reducing the quality of their service.
https://support.google.com/accounts/answer/6227261