This. I'm not sure if the other user means better experience with the services Google et al. offers or if he directly means how Google/Facebook/etc. cater ads/s

This. I'm not sure if the other user means better experience with the services Google et al. offers or if he directly means how Google/Facebook/etc. cater ads/search results/friend suggestions to your web behavior. If it is the latter, then I personally want none of it and I get creeped out in much the same way as meeting a stranger who knows a little too much about me.