arrrgh tedster :) ..Google don't get "whiter" because the others are also black..and Google's "reach" via their various products and purchases and networks, is far greater than MS and Y or even facebook..
What they know ( or can deduce and even confirm about anyone "great or small", with enough data crunching ) does put them ( and anyone with whom they share what they know ) in a unique and highly dangerous position, never before known in history , to either instigate a "knock at the door" or a quiet word in the ear of the right movers and shakers ....the "we know what you have been doing, searching, looking at" .."now come with us" or .."vote this way or that way, sign this bill or that ..or all will know what your search tells" ..
Subpoenaed search records ( be they true or false ) from Google can nail any one to the cross of public popular justice ..if Google or someone with access to what they gather and know wished to, they could influence one insignificant life ..or one powerful life ..or millions of lives ..
tin foil hat ..no ..to all intents and purposes we already have the bar code on our necks..
Will what they know, and the power that gives, be used for good or ill ? ..depends on who is defining "good" or "ill"..
Making it as hard as possible for all of them to track you and yours ..may postpone the day that they or their friends use it..or even invent it ..
I'm sure that Google's "word" about someone's search history would be taken as conclusive "evidence" over their own in a court of law..even if it were fabricated on the command of someone else for whatever reason ..the truth has been distorted and bent, and lies have been told and our vision of what "is" has been blinkered and channeled by our "betters" for "our own good" or "reasons of state" or to "protect" certain people etc, many times in the past..