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Everyone acts like it's this shady, secretive thing, but they literally tell you what information they gather, and you can opt out a lot of stuff. It's mostly the analysis that makes it seem so dramatic, because they can take the fact that you watched some YouTube videos, read some Google+ posts, and searched some info in certain languages, and take that to figure out which languages you speak without requiring a single person to even look. (They've automated so much stuff it's unbelievable)