Still don't understand why this story blowing out all of a sudden. It's common knowledge that the biggest internet ad company likes your data and wants it for its recommendation systems. If you want to turn off Location History, which is a feature, a product in itself, you can. If you don't want your searches to be tracked, use another engine like DuckDuckGo or Qwant. If you still want Google, you can disable the loc…
Companies are not above law, and the gathering and use of personally identifiable information is regulated for a very good reason in our society (I don't think many Americans were thrilled when their info was leaked in the Equifax breach.) Ultimately, consumers should be able to choose products they use freely without worrying about their privacy being automatically violated. It might not be the case today, as this article shows, but so was establishing a cartel to charge consumers exorbitant prices and bully competition out of business also an acceptable business tactic for most of the 19th century, before anti-trust legislation was enacted.
So I think it's good that reporters an are taking issue when companies engage in questionable practices when applying their users' privacy preferences. Like Google here not stopping collecting a profile of your past locations, even if you turn off a privacy setting titled "Location History".