Keep in mind that while everybody here is all outraged about this, nobody else is. Because the experience is so nice. It's the reason why I can search for "prefecture Melun" on my laptop, then jump in the car, open up maps on my phone, Start typing "1" and watch it suggest "12 rue de Gambas, Melun 77320", which happens to be the address of the Melun prefecture. That sort of thing happens for me every day, and i think…
It's not only/always the NSA that we need to worry about.. You can already see this in some sense. A flight ticket could cost more if you look for it using a Mac instead of a PC. The road to creepy data mess is not that far.