The privacy game is about power, not about who is doing what right now. People shun Google's data collection because of what Google can do with the data, not what it has done or is doing; it only takes a single case of data misuse to reveal the power dynamics even if nothing has happened to them personally.

You don't have to play the privacy game -- there is a lot of space between really respecting user's privacy and breaking privacy laws. But if you do, you should put the power back in the user's hand.

(Disclaimer: I work for Google.)