[binomialxenon]

If I visit a "small personal website" such as a blog, they're not going to know much more about me than my IP address, which pages I viewed, and possibly an inbound link ID.

One of the big things I find scary about Google is the sheer centralization of data. For a typical user of Google services, Google will have their complete browsing and search history, including "incognito", 24/7/365 location history, hundreds of voice recordings (perhaps some taken without user intent), advertisement tracking data, the complete email inbox and outbox, IM history, Android application history, documents and other files stored on Drive, contacts, possibly call and text history, and thousands of photographs (including ones intended to be private). There's a lot of harm one could do against a person with that kind of information.