It's also a matter of degree vs kind. It's easy to say that Google is collecting too much data, but the basic premise of personalizing searches and selling ads is relatively unobjectionable to most people.
Once you've accepted that selling counterfeit goods and other broadly anti-competitive practices are A-OK and part of your core business model, you've crossed a line where it's no longer really a matter of simply doing "less" of it.
Once you've accepted that selling counterfeit goods and other broadly anti-competitive practices are A-OK and part of your core business model, you've crossed a line where it's no longer really a matter of simply doing "less" of it.