I can't buy groceries without being asked for my "store card". I always decline and am instantly asked for my phone number so that my purchase can be attributed to me. I again decline, firmly say I'm paying cash, and have to listen to a pitch of some sort. I'm not rude about it but it's a rather silly exercise I am forced to repeat every time. The above doesn't solve my problem of cameras watching me in the store or RFID devices imbedded in my purchases but I adopted it it a long time ago, if you want my personal information or personal habit data ask for it and tell me EXACTLY why you're asking and HOW you secure the information. No exceptions.
No grocery store has been able to tell me the why and how and now Google is refusing to with a blanket "don't use our services". Imagine the grocery store saying that?!
We're not all cattle on an assembly line no matter how profitable it may be to treat us as such, but if nobody ever says no...
edit: with image recognition I suspect the days of store cards will soon be behind us, we'll all be monitored without needing to ask or request a store card etc.