Like you, I was also a fan of Google, but things that have been happening recently with Facebook have made me come to a grave realization. If Facebook has this much data on us and has shadow profiles of people who don't even use the platform, then we should be very worried about the amount of data Google has on us.
With free tools like Google Search, Google Fonts, Google Maps, Google Analytics etc. Google has been tracking our users to an extent that can infiltrate their privacy and then eventually manipulate them using ads.

What are your thoughts on this? How can we make a change? Or should we leave things the way they are?