Apple does the same thing, although they collect it from user's iphones and ipads: http://www.apple.com/pr/library/2011/04/27Apple-Q-A-on-Locat...
One of the original companies that did this was skyhook and they also use vehicles driving around: http://www.skyhookwireless.com/howitworks/
Google is actually going above and beyond normal industry privacy protections by offering a reasonably simple opt-out. They are recommending that others in the industry do the same. Calling instead for an opt-in system effectively destroys this whole service's effectiveness for everyone.