I can't see a future where the majority of people (knowingly) opt in to having their personally identifiable web histories stored and analyzed by anonymous nerd

I can't see a future where the majority of people (knowingly) opt in to having their personally identifiable web histories stored and analyzed by anonymous nerds. Sure, that's happening already if one has a facebook account, and the battle's already over and lost there, but a lot of friends, more than I have on facebook, avoid social networks for that very reason. That said, it seems like google's focus is now desperate imitation of anything remotely successful on the social web with subsequent bundling of the winners into one uber-product within google+. And it would be a real shame if this is as good as it gets. Is it?