Agreed Flow. It is scary.
I was reading on another forum that a gmail user claimed to have had his email censored. While I can't attest to the veracity of his claims, the potential certainly does exist for a behemoth volume of data about the behaviours of businesses, individuals, certain behaviours of user segments, how they browse, how they search, how much money they'll spend with Goog's advertisers through their affiliate programs, how they use their phones, whom they call, where they go ...
Yeah, it's getting to be too top heavy for me.