As an extreme example, how would you like it if an unscrupulous porn site featured your face on an advertisement? Even worse, suppose a prospective client or employer saw your face on an advertisement for some banned substance. In most cases, its irreparable damage.
But this is not what Google does, or am I missing something? AFAIK, what they actually do is more akin to shopping basket analysis supermarket chains do. So my question remains: How exactly does it harm you? Has Google ever linked you in a publicly identifiable way to some product? Moreover, if you feel bothered by the way they handle things, why don't you just stop using them?
"Moreover, if you feel bothered by the way they handle things, why don't you just stop using them?" <-- as explained in my example, I can't stop prospective clients or employers using google. I certainly can stop myself, but the damage happens when others see it
As for why someone would have hostility, I can relate with him. I think it's a general opposition to consumerism needing to be in your face everywhere and the deceptive nature of it (tracking users across the web for example). Just feels "dirty."