I dont understand all the fear from google, i dont mind that am getting advertising wich fit my intrests. (even tho you can choose it yourself). In the fact are we getting less annoying advertisements cuz google can sell it for a higher value. Yes i'm one of those who still dont use adblock. The more who useses it, the more ads are we getting.
If somebody are searching stuff wich is so private that no 3rd party firms have to know about it, then will they use a proxy or the Tor browsor anyway. Even tho it still aint 100% private, if "somebody" wanna track you they can always do it, many ISP have to log every 15.000 packet in 30days sent from or to your "Inside Global" address/"Official IP" addres (it's two diffrent things, not everybody have a public ip). And have to log all of them if they are being asked to. In the fact if you dont have a official ip address, will your ISP always log the data comming from your inside global address, wich in this case is natted to a single shared public ip.
Have worked as IT Supporter at a Danish ISP, we can see everything if we want. And info on all devices connected to your private network (unless you have connected another router wich a diffrent subnet ofcourse, then can we only identify devices by the diffrent ports wich are being used for the NAT). Even if we can do it, may we not "spy" them without a reason... The CEO will be "unhappy".