Raise your hand if you feel like this is an unwarranted breach of privacy, but you have a gmail account and heavily depend on Google services. Raises own hand. I was so trusting and willing to give away my emails to Google when I was a kid (despite being fully aware of their intentions), but now, even though privacy infringements from all these other companies disturb me, I'm still a hypocritical sheep in Google's he…
For most people it is just search and email. Replacing email is easy, but search is harder since only Google has really accurate and relevant results( besides other giants that also snoop ). The best way to replace search is to use engines that respect privacy and if you need relevant results, those that convey Google's results to you.
Still a bit hit and miss but getting better every day.