Wow so many comments I'd like to quote but I'll try to be brief. I'm down the middle of the road on a lot of this, for example I used to want to avoid Google knowing my address and where I worked but I've relaxed on that and a lot of other things Google does lately. I became a Google Local Guide, posting reviews, photos and comments through the Contribute app. I think it's fun to be semi-famous and I get a little pumped when my reviews or photos get views. As for my address and where I work, I figure if I'm going to let Google manage my passwords, through Chrome, knowing where I work and live is really kind of a moot point. Plus knowing how long it's going to take me to get to work isn't all that bad of thing. Doesn't get me out of the house on time but still... Anyway I see Google everywhere I turn. Looked up hoverboards for Christmas and got hoverboard ads in every game I played, app I opened and web search I made. My frustration comes in over things like that. I've bought the hoverboards, they are on their way or have been delivered but here I am over a moth later still getting ads. Now recently I've looking for IP cams, haven't made any purchases yet, but I'm sure the ads will start any time now. Maybe it'll help me find a deal but more than likely it'll just drive me crazy for a month. In my opinion any phone you have is going to know everything about you whether you want it to or not, change to iPhone and it's Apple, buy an HTC and it's HTC... There's no avoiding it or opting out, I seen a bunch of people who believe they've opted out in the comments and really all that's done is made your information possibly a little more generic. For example most services don't work, in fact I've come across some that won't even start, if you don't have your location set to the highest level. You can stop recording your travels, but that just means you can't see them. Anyone with the authority to pull your data will know exactly where you went even if you don't.