It's naive, very naive. It's also required.

Google, like other industries, where build on the ideas that what they did was more or less harmless. As we learn more about what massive data collection entails, we also have to reconsider the laws surrounding it.

Google will never stop on their own, as you say that would mean that they'd stop existing. It's the same with oil or tobacco companies, and few would cry foul if Philip Morris would be forced to shutdown.

I no longer believe that tracking and data collection can be done safely and it's time to dismantle those business that rely on it. Give Google, and others, five to ten years to close down their data collection business and after that they can stop existing if they can't cope.