I don't think it has anything to do with trust. Think of all the $$$ companies can make if and when they can correlate a name to browsing habits and thus preferences. Put it in their little database/web mining program and walla. Steve roberts roberson the 3rd has a 98% chance of reading an ad for longer than 2.4 seconds if you place it in his favorite website, which happens to be yoyofuntime.com. do people still try and fool themselves into thinking that Google represents more than their stockholders' interests?