> Google can monetize your information much easier than an ISP. More to the point: Google is a more central actor, who gets to see the data of far more users,

> Google can monetize your information much easier than an ISP. More to the point: Google is a more central actor, who gets to see the data of far more users, than your ISP ever will. Moreover, this moves from giving a third party your data, to giving them your metadata, and while people consistently underestimate the value of metadata, there is still an incremental improvement there.