They're already at FB levels
"On current trend, it won't be long until Google is seen as the moral equivalent of Facebook – utterly corrupt and to be avoided whenever possible."
There was a recent article that called the use of ad-blockers and other privacy software the greatest consumer boycott in history. No small wonder, considering how invasive the business has become. If I read a newspaper the ads may or may not convince me to buy a product. On-line, the ad is half (or less) of the effort, the other half (or more) is to harvest personal data. The sheer volume of anecdotes of in-your-face targeted web advertising should be enough to convince people to tame the beast however they can.