There are plenty of reasons to love Google, and plenty of reasons to hate them. It's been my experience that most people who love them are users, and most people who hate them are those who do business with them. The latter group is where I fit in.
In my case, I am both an Adwords advertiser and an Adsense publisher. I've gradually been removing myself from the latter, however, as I replace Google's ads with other ads on the sites that I own. That I haven't completed this already is really just because I've been too busy with other stuff. My revenue from Adsense is pocket change at this point, anyway (usually between $100.00 and $200.00 a month), so it'll be no great loss when the process is finished. It used to average closer to a grand a month. That's a pittance, too, by Google standards, but I mention it for comparison's sake.
Where I'm a somewhat bigger player is on the advertiser side of the game. I haven't used my own Adwords account in years, but I do manage Adwords programs for clients who pay me to do it. A few months ago, the total amount of advertising fees that I've sent Google's way since I started doing this topped a million bucks. That's still a pittance by Google standards, but it's enough to give me a right to an opinion.
Because of the length of time I've been doing business with Google, I also have a pretty good historical framework for my opinions. And what my history with Google shows me is that the company has fundamentally changed since I started doing business with them. That change has not been for the better.
They started out, in my opinion, as a remarkable tech company full of brilliant people doing innovative work. The ad revenue was there feeding the tech -- they've always been an advertising company, after all -- but the technology was the focus. They made (and deserved) good advertising revenue because they built good tech. They also did it without being evil. I loved being part of that, even if only a very small part.
Since then, the company's focus has inverted. This accelerated when they went public, fueled I suppose by shareholder demands for every-increasing profits. But whatever the reason, Google isn't a tech company that funds itself by advertising anymore. It's an advertising / marketing company that designs the tech around the ads and the data it needs to target them.
To use a television analogy, there are television programs that are excellent, and because they're excellent, a lot of people watch them. Because a lot of people watch them, they earn their producers a lot of money in advertising. The excellent content is rewarded by excellent revenue. That was the old Google.
And then there are infomercials, in which the content is built around the advertising. It may be witty and entertaining (hey, I enjoyed the OxiClean Guy as much as anyone), but it's still just an ad. That's the new Google. And as with any infomercial, the ads are king. Everything is designed either as a medium to display the ads, or as a means to gather information about users that can be used to target the ads. If it doesn't do one of those two things, Google is no longer interested in it.
Consider the end of "20 percent time," which is what drove a lot of Google's innovation. Consider the closing of Google Labs. Consider the third-party services that Google has acquired, only to go ahead and kill them. Consider Google's killing of many of its own in-house projects that were beloved by many users (such as Google Reader, just as one example). Consider what Google did to Usenet. Consider Google's incessant efforts to force all of their users into their crappy Google+ service, even if all they want to do is comment on a stupid YouTube video.
In short, Google is no longer an innovative tech company that monetizes itself by advertising. It's an advertising and data-mining company with a peripheral interest in technology. It used to be the best show on television. Now it's an infomercial.
But hey, some people like infomercials.
So if you want to be Google fanboys, more power to you. If you think the services Google offers to you are worth Google knowing more about you than your mothers do, then by all means, use them with my blessings. And if you're confident that Google runs such a flawless operation that there's no chance that all that information they know about you will ever land in the wrong hands, then I sincerely hope that you're right.
As for me, I'll pass.
-Rich