I am against this and think it's pretty unconscionable, but I will say this in defense of Google collecting my data:

Google's entire business model is predicated on the fact that they and only they know who I am. As soon as they sell "me," they lose the value of my (so-far) collected data. They have to sell me in bundles, anonymized, otherwise they make no money in the long run.

That being said, it's been proven over and over and over that behavioral ad sales don't actually result in more clicks or sales for the advertiser.

I've been using FF with some privacy extensions and settings as my personal browser for a few years now, I'm definitely not going to change that now.