Fuck. That. Shit.
And people worry that Google knows too much about it's users. What happens when yahoo! (inevitably) goes under and the creditors swoop in to sell everything they can get their hands on to the highest bidder? (I realise Yahoo! claims it's just a middle-man selling the kits on behalf of another company - but I can't see a struggling search company simply doing this out of the goodness of their hearts without getting a peek at the data themselves.)
I don't trust companies' "altruistic" claims very much when they're doing well, I trust them even less when they're desparate and trying to stay afloat.