You mention work. As you say, Google does not just want their employees' time. They want their complete identification with the company. In a way, they want their souls.
As for business, Google is a company whose business model is tricking people into sharing as much private information with the company, and then using this information for profit.
One of the most interesting things about Google is their "don't be evil" motto. I want to write a complete literary interpretation of it some other time, but here are the highlights. Obviously, it's a short and catchy motto that is not intended to be taken too seriously, but that does not preclude literary interpretation.
First, let's consider the motto as a whole. It could be a motto for anyone, but how come it's Google's and not mine (or yours)? The reason is that they accept the premise that corporations do often turn out to be "evil" (whatever that means). This is analogous to the reason physicians swear to "do no harm"; they swear it because doctors can easily do harm.
Now let's take the motto apart and analyze it word by word. First, the word "evil". The word assumes such a thing exists and can be recognizable. Second, the word "be". It implies that evil is something you are, not something you do. Lastly, the word "don't". It assumes that you can choose not to "be" "evil", and implies that those who "are" "evil" are so because they chose to be that way.
If a motto can guide a corporation, and if this motto guides Google, we can see why they've become so monstrously terrifying. Evil is not always easily recognizable. Often, it's in the eyes of the beholder. Second, evil is rarely something you are, and almost always something you do. Third, "evil" creeps up on you, and is often the result of the best intentions. People other than James Bond villains don't choose to be evil. Similarly you can't simply choose not to be. To abstain from "evil" you must be vigilant. You must constantly analyze your actions and their consequences separately from your intentions, and listen to other viewpoints.
Going back to dystopias, well known ones, like Orwell's 1984, insist that the masses love their oppressors rather than fear them. This is a crucial point that is largely overlooked when people discuss the NSA surveillance scandal. It is crucial because true power, absolute oppression, cannot exist if its wielder is generally considered suspect.
When I read 1984 many years ago I couldn't understand that. Do people not notice that they're being manipulated and exploited? Can they actually enjoy being exploited? Now we have the answer.