As was mentioned below, in Google's case I'm particularly looking for ease of use and a UI that lets me turn things on and off quickly and intuitively. That mig

As was mentioned below, in Google's case I'm particularly looking for ease of use and a UI that lets me turn things on and off quickly and intuitively. That might sound odd, as if I care deeply enough about my privacy to complain about it, but not enough to quickly switch the settings on my Google account, but I do think it matters. The more specific work I need to go through to set up my privacy, the less inclined I am to do it. If I didn't think I was able to be manipulated psychologically in this way, well, I wouldn't worry about advertising at all! If I were to ever do something politically dissident/personally embarrassing on the internet (not that I ever have of course) I'd go to the trouble of ensuring encryption and being hard to track, but I think it's important that I'm able to say to Google "Hey, I'm cool with you telling me when I should check off work to hit the bar, but it's super weird that you know what I should get my Mom for Mother's Day." Of course, the simplest way of making a system that's both fine-grained and intuitive might involve... more AI, so I'm not sure how to crack that issue.