If you think it's not OK that's your opinion, but do a survey among regular folk of "is it OK to have web sites mine your data to provide you with targeted ads and free services like search, maps, email or you wish to pay $5 a month" and see the results. Make sure to include there people from all walks of life and age and all over the world.
Personally I like having choices. Data mining should be just another mechanism to pay for the services provided. I know for a fact that if these companies didn't have "data mining" as a mechanism to provide otherwise free services I would have never used those free services for the past 15 years or so, growing up in a country where electronic payments were available much later and the per capita yearly income was super low.