Google builds a profile for each user. Even when the data is deleted, I assume the profile stays (as far as I can tell from the meager writing so far), and can

Google builds a profile for each user. Even when the data is deleted, I assume the profile stays (as far as I can tell from the meager writing so far), and can continue to be developed with further info, even if all the old info has been deleted. At the end of the day, the profile is more important than the data that was used to build the profile, so its great for Google - and it doesn't help me that much that my data was deleted. In addition, Google could save in that profile all sorts of useful metadata (how many emails, from what range of countries, etc.) that might someday be useful. Other commenters have stated that Google's algorithm currently rebuilds the profile when any data has changed. Obviously this will have been fixed (...to include the fact that the user wants deletion in the profile) before this feature gets rolled out. 1. Only a tiny percentage of users will use this, so the benefits in a legal sense are big compared to the loss. 2. The only loss is that future development will have been able to squeeze more from that info, and the metadata is enough to offset most of that risk.