Maybe but in Britain for example you will get the "Do you feel guilty" line. Here you have a CCTV nearly everywhere, numberplate reading robots in central London and elsewhere, websites that track your mobile (cell). Once a tax woman phoned me on my new pay as you go cause I owed them £50. She just tried the phones she triangulated at my postcode. You know your emails and phones are anyway screened cause of terrorism, and somehow, somehow you get used to it..
In Germany they discuss if they scan your computer if you are a terrorist. Interestingly enough though one court in Germany ruled though that IP adresses are not be displayed in public (ie an anonymous WP edit).
Additionally what Google does, the competition will do too I guess.
Recently I discovered the wee field where the Goooostapo saves my searches unasked and switched it off, millions of others won't even notice. I also tend to now search on Yahoo when I ie research for this forum. Currently logged into yahoo is my gf.. But that's me.
Joe the Butcher won't likely care, does not understand nor needs to understand what you can do with data..
Does Joe really give a damn, if his visit to find the cheapest freezer is recorded, that a profile is built of him and that he is manipulated.
Google et al want easy manilpulated consumers and can easily discount some lefty liberals that lets face are anyway moaning penny pinchers..