My theory is - When a company provides free services - you are their product. They use your information to make money. from that point of view Google is #1.
The following article that brigs forward what you always had in the back of your mind.
The link below has more information:-
http://www.infoworld.com/d/consumerization-of-it/too-big-trust-googles-growing-credibility-gap-239815
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