Re: It's not so difficult at all..
True. But.
What I've been feeling lately is that, I may as well be hung for a sheep as a lamb.
There is no realistic scope of significant privacy in this respect, especially being based in the UK. Running my own email server is virtually no benefit, as emails are sent in the clear in almost all situations, always to US or UK based accounts. It's just not practical to get all your correspondents to use PGP or whatever, so whilst there's some advantages to using my own email server, in all likelihood all communication is going to get scanned anyway, and I'm pretty sure I've used enough trigger words that they'd get intercepted and stored by GCHQ/NSA.
So if everything I do is going to get scanned, analysed, and correlated to NO benefit to me, why don't I let everything I do get analysed in a way that IS beneficial to me, by opening myself up to Google Now. It is incredibly convenient in ways you never expect.
It strikes me as far more logical to take all the benefits that I can, rather than crippling my internet functionality for an illusionary increase in privacy.
When I CAN guarantee total privacy in what I do online, I'll jump at it, but for the moment, I don't see what I've got to lose.