Don't we know what Google is doing with our data? That's why we don't like it. We know little about what the other data-collecting companies are doing with it. Like what they're doing or not, Google is very open about it.
Just to play devil's advocate, is the reason we're targeting Google here is because they're open about what they do? We tend to believe that Microsoft and Apple and other companies do much less with our data. However, maybe they're just keeping us in the dark. We'd be freaked out if we knew what credit card companies, mobile carriers, and retailers are doing with our data.
Disclaimer: I'm not saying this is what's happening or even that I believe it's what's happening. I don't know what all is happening. But...
Just read the companies ToS...carefully. Google grants themselves the most freedom to do with your data what they want. It seems to me others eventually "catch up", but Google is the entity who continues to most aggressively broaden those powers. That makes a lot of sense, since targeting adds is really their only notable source of income. It's where Google focuses most of their resources... Android is small potatoes in comparison.
That's not to say the others are so much better. They aren't. But they are definitely not all the same.
In regard to knowing what Google does with our data:
I don't know a single person who actually knows what Google does with our data. If you think you do then you're likely ignoring the most important part of their operations.
Most people have only a very vague idea of what information Google is collecting, but as mentioned in an earlier post, that data is just the raw material. That's not at all what is actually valuable.
What does have value is the myriad ways in which Google combines data from different sources to accurately derive a profile of who you are and of how much value you are to various industries.
You may be aware of the criminal profilers TV occasionally glamorizes. Google is doing the same thing on a mass scale, for everyone, not just criminals. The result of that process is what's actually valuable and I can guarantee that it has very little resemblance to the raw data it is based on.
I once worked on a software project in the telecommunications industry that had similar goals. This was over 15 years ago in an industry where this sort of thing wasn't even part of the core business. Even then it amazed people what can be discerned from very simple and seemingly innocent data collection operations. Google today is certainly far more advanced then we were then.
Have you ever read or heard anything about what sort of information is contained in such a behavioral profile? Probably not... if not, then you have no idea what Google is doing with our data. I doubt any of us do.
I suspect that if Google was ever forced to make those profiles public (which will only happen over their dead body), their popularity would instantly plummet.
I think we can throw Facebook in the same boat. They are probably no better. There may be others as well, but it doesn't matter how many there are. There being more of them doesn't make it any better. It's worse.