Spyware?
'Consumers recognise the Google brand, but still do not understand what Android is'.
Well, I avoid it because I expect it to be sending every bit of data I have to Google and it's marketing partners.
I know I'm paranoid to a degree, but I cannot see Google as anything other than the vast marketing machine that it is, with the hope of pumping adverts at me 24/7 in the hope that repetitive marketing will steadily brainwash me into buying the products listed. Android I only see as a means to get my data, and the data of everyone in my contacts, in order for this to happen.
I genuinely expect Google's various OS's, whether mobile or desktop or whatever, to, at some point, start pushing adverts directly onto my screen, probably eventually linked by GPS. eg. Oh look, I just walked past a shop and BAM! HERE IS YOUR HISTORY AND THINGS YOU'VE BOUGHT BEFORE THAT YOU CAN BUY HERE! BUY BUY BUY! BUY NOW!