> Do I really want my Internet search engine to "know me"?

In a perfect world, where your personal information couldn't be used against you or for someone else's gain, why not? But we don't live in that perfect world. I agree, this kind of thing is scary. Between Google's increasingly lame results (yes I realize this is an attempt to curb that issue) and the idea that Google is and will become increasingly aggressive about knowing who I am, I feel like it's time for me to give up Google.