I don't have a problem with advertising and info gathering in general as long as you can opt out when you want to be private. When I search for something unpopular or controversial or personal I want to know that I have privacy. Just as when I change clothes, I want to have reason to believe that no one is watching me. When I clear my cookies I want to the tracking to be gone. I want fresh searches after I clear my cookies.
I know all of this has been said over and over but I'll say it again and I know I will say it again over and over.