The way people have been banging on about this issue you’d swear Google was enemy number one and the innocents of the web were being exploited in new and dastardly ways and, heavens forbid, our privacy was somehow being compromised.
Let’s get one thing straight: once you go online you are no longer ‘private’. This idea that there are varying degrees of privacy online is rubbish. Anyone who uses a credit card or mobile phone or supermarket loyalty card has already sold their privacy … the web certainly won’t take much more of it away, nor will Google.
If, however, you really want to limit Google following you about online and selling your habits to advertisers, there are clear, easy-to-find ways to do so.
Much ado about little
There is also another issue here, one that may cause Google some trouble as it ‘further personalises’ the web for people. What if people don’t like other people personalising stuff for them? There is a growing trend (see Pinterest for example) of people visually revealing their individuality and painting a portrait of their tastes and styles. More and more people want to express themselves online. The idea that Google will play a major role in defining what people should ‘discover’ when searching is not going to be accepted by this growing number of influencers.