Google is not my concern
Its innovation in market practices (instead of technologies) are. Once it adopts a trend and if regulators start monitoring it, it becomes legalized (for the time being at least). So, now if any new firm, irrespective of size and visibility, says that it can track whatever it wants given there is a tiny link on its site, it can get away with it in courts.
I'd have, in my dreams, welcomed some umbrella laws that restrict snooping for commercial purposes.