[VikingCoder]

> I am uncomfortable with a tool (any tool) over what I do not have control and whose main objective is to benefit somebody else at my expense

Mortgage. Insurance. Credit Card.

You've rejected all of these things, or are you just picking on Google?

> assuming too much trust in a organism without ethics but with much power.

Organizations are made up of individuals. Like this:

https://plus.google.com/+KentonVarda/posts/DFQQH9sFQMJ

> I think that you are also assuming a status quo - that it would stay most profitable to continue to use information about you as it is (to your knowledge) used at the moment.

Yes, I think people are already very hard on Google, and that if they pushed the "creepy" factor too far, it would be massively harmful to them. I've seen people BLAME Google for being spied on by the NSA, for example.

[eveningcoffee]

I am sorry but I do not have much time to continue this discussion but you can investigate a different experience of the targeted adds http://www.thenation.com/article/208441/how-companies-turn-y...