Some users are uncomfortable with the idea that even if they avoid Google entirely by not using their search, OS, email, or maps, that Google can still have a p

Some users are uncomfortable with the idea that even if they avoid Google entirely by not using their search, OS, email, or maps, that Google can still have a profile of them and which sites they visit. If you don't like the company and want to avoid them, you will now have to choose to not visit websites served through their DNS. That's much more difficult than just using a different email provider.