This whole thing is way overhyped, in my opinion. Google already collects info about how you use their services (if you want to complain about that, go use a service that isn't FREE). The only change here is that they're now connecting the data they already have across multiple products they operate. The data is already there, they're just changing the way they analyze it. That's the cost of using stuff for free on Google. If you expected to use a free service without any data gathering and such, then you need a lesson in economics.