The issue here is information monopoly. If one provider controls every bit of information about you than it eventually leads to a master/puppet scenario.

With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches. We don’t need you to type at all. We know where you are. We know where you’ve been. We can more or less know what you’re thinking about - Eric Schmidt, Executive Chairman of Google.

That's the issue here.