Giving information that you want and not what you need
There's a great TED talk here: http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles.html
That discusses this obsession by online companies delivering you information where it may be stuff that you want but not what you actually need. Jamming social network crap into your search results will limit the information that you need even more as it will have been personalised to such a degree that the information is near on pointlessly skewed to your world-view.
Now that said, I do not trust a convicted monopolist and a company who's main business aim is selling off my personal information. Also, somehow bing manages to fail me not only on delivering information that I want but also information that I need. You've really got to give credit to MS for making a search engine that can fail consistently at searching.
Please do not assume any of the above means I trust Google either, it's merely the lesser evil of on-line companies.