Gee, when I search on my name, a bazillion forum comments shows up. But that's not how Google collects and uses user data. Let's say an advertiser comes to Google and says I want my ads to display to users in the XXXXX zip code whenever they use G search. Google comes back and says we have N users in that zip code and their highest usage is on Saturdays and Wednesday evenings. If you wish to target those users on those days, it will cost you $$$. Yes, Bing does this too. But here's the difference...
Google's TOS also says they'll collect data about your phone calls, where you are when you call, who you call, how long you talk, etc. Moreover, if you use their online services (aka candy from strangers), they'll use the information they collect about you when you do that too. They make no bones about being an
advertising company. Almost all of their revenue comes from selling information to advertisers ($55 BILLION last year). You're not their customer, you're their
product. They don't provide services to sell you a new OS, software subscriptions, etc. They provide services so they can provide advertisers with aggregate data about the people who use their services.
Other than the phone service tracking (which to me is too invasive), they only provide advertisers with aggregate data. Every internet website/service for which you sign up can identify you by name and IP address (stealth browsing services aside). I just object to a company that claims to be providing a service to me when in reality, they are pimping me to advertisers.
BTW, did you know that Google went to a pay-to-play model in the US about 2 years ago and in several other countries last year? When you search for a product, all the search results with pictures (i.e., the Shopping Box) are paid advertisers. So you definitely may not see the best deal available.
Google Product Search To Become Google Shopping, Use Pay-To-Play Model
Google Switches To Paid Shopping Results In 11 New Countries
I don't think Google is evil, just manipulative and smarter than the average user.