SO you would rather have search results based on popularity and not based around your profile? When i google beaglebone, i don't want to see a beagle holding a bone. Id rather see the device. Its like tailored ads. If I am going to see an advertisement, id rather see Create an account on Amazon AWS today and get 10$ credit.... and not some perfume.
I had this conversation with a co-worker the other day. The more data you accumulate the more you can do with it. Like Google sending you an email because it saw you booked a flight to another country, and notified you that your Passport will expire soon. Scary, but at the same time, your not Bob... your ID:1239147957987, and ID:1239147957987's passport is about to expire. The problem is that it can be abused. The smaller the company, the more likely it will be abused (IMO). Google knows by gps info from my phone, where i work, the hours I work, and where I live. If criminals had that information, there would probably be a lot more home theft.
So, IMO, I like these services because they provide me X. I can go to Company B to get some things and Company C for other things, but those things tend to not be as good, and at the end of the day, someone is getting that information. I trust google more than Company B.