How much are they gathering which isn't already collected by Google?
They may just be looking at the money Google makes selling information which also passes through their product and deciding that if the information is already on the open market they might as well cream off some of the revenue. Undercut Google a bit, perhaps.
Which begs the question of how many people will get all indignant about AVG but continue to use Google as their browser. Then again the majority of people just buy an Internet and use a Google to access it so what will they care?
If the baseline PC configuration is W10 using Google as a search engine how much privacy is there left to lose?