Baker...I think the problem is one of scale...and omniscience.
We live in 'the Information Age'....Global communication has never been simpler/faster....and if the adage 'Knowledge is Power' bit Orwellian, probably.... then Google may be seen as a 'power shift'.
Most social commentators look unkindly on corporate entities of global dominance, be it some Antitrust or other, yet what is transpiring with the all-pervasiveness of a Google search-engine is their rise towards a knowledge critical mass.
Advertisers need to know what you want to buy....that's a given....but it's only the start...
By accumulating your 'history' [note...not your identity...who cares exactly when you were born?]...they will soon [by association] begin to learn what you think...
[that's step 2]
Eventually, by the time they're aware of what you think they can impose specific targetting to instruct you how to think.
Shades of Doubleplusungood Newspeak....
[Let's eradicate 'poverty' by removing the word and ultimately the concept from our language].
BTW...I'm not paranoid...that bespokes an irrational fear or trepidation.
I'm entirely rational.
My one failing is that I am not gullible....and can think for myself. I don't wear a tinfoil hat ....and I believe only half of what I see and nothing of what I read.
I DO know that if someone knows more about something than someone else he can use that as a power over that person. Knowledge very much is power. An invidious infiltration by one entity into a global knowledge-base is a very real 'shift' of power that has [or eventually can have] far-reaching repercussions.
Now is just the tentative beginnings of the 'shift'....