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"For the most part, Google has lived up to its “Don’t Be Evil” slogan. Which company would you rather have as the steward of your personally identifiable information?"

Well, I'm not sure. I don't think either of them would do anything EVIL (sell my personal information to some person to come threaten my family), but don't both of them use all of our info to sell to advertising companies (which in a way, is practical, and kind of evil?)

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How is them targeting advertisements at you in any way evil? First of all, it lets you use Facebook/Google+ FOR FREE. Secondly, well-targeted advertisements are far-and-away better for both consumer and advertiser than blind advertising. Several times on Facebook I've seen an ad that was so perfectly targeted, it meant a new good experience for me, and a conversion for that advertiser.

Advertising networks (including Facebook and Google) select the advertisements from their catalog to display for a particular user and page (based on information that they have on the user, the page, and the advert and competing adverts). At no point is the advertiser ever given identifying information about particular users, although demographic/summary data may be provided.

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