Data mining has been going on for ages.

Watch section 6 of this program to see what's going on and how scary it can be... Personally I don't want people turning up at my front door knowing personal info about me and then tailoring the message just for me too. That just means I hear what they want me to hear rather than what I need to hear...

The only way to stop google is to stop using google. I don't know if i can live without it. besides a lot of what I do is for work and that'd screw up their results no end.