The scope of Alphabet’s ambition for the Google brand is clear: it wants Google’s information organizing brain to be embedded right at the domestic center — i.e. where it’s all but impossible for consumers not to feed it with a steady stream of highly personal data.
Unless, that is, you never buy any of that junk in the first place -- because like, who needs most, if any of it, anyway? -- and keep going on with your life. Which was humming along just fine before the IoT came along, after all.