The article said they're making some attempt to anonymize the data. Anyhow whether that's wholly true or not, I don't like google having the data either. However, I do get that it's fair on some level since I'm directly using their service and it's been always apparent they monetize it through the data we inherently give them.

Where marketing and private intelligence bothers me is when it's not obvious to consumers when they're providing data. And also it's not always expected the ways in which it's used. And in the increasingly interconnected world of marketers selling and sharing data, the full implications won't be realized for some time.

edit:

Recently it's bothered me more and more that the software world tries to find hidden ways to charge users. It would be like highway construction companies tracking traffic patterns by embedding data sensors in their roads to collect consumer data and while they're at it, share it with the government to win some favors. Or like your carpenter going ahead and embedding sensors into the drywall to collect your data to resell and help them generate more revenue. People have paid for stuff directly for a long time and been happy to. But internet companies have this thirst to get millions of users by offering something for free, gambling investor dollars, and hope it pays off huge (which it occasionally does).

> they're just selling it now (most likely to the highest bidder).

[citation needed]