These companies are selling very different things, it's Apple to oranges comparison.

Also, just because Google does have great products that benefit the consumer for this data collection doesn't mean that selling the user's profiles is worth it. (I personally think it is). I think it should be left to the user to decide, which is why Google has various opt-outs, data deletion, history removal, etc.

Variance is itself a good. I know there's no shortage of opinions on what Apple does wrong but let's not make falling in line be one of them. There are plenty of people who think the Google experience is worse off because of the way they use personal data. There will never be one prediction engine to rule them all, people are not machines, we don't all want the same things.

>“Is the user experience improvement worth the security risk to my private information?”

Yes. I'd quote Benjamin Franklin, but probably everybody knows the quote I'm referring to.