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I don't mind being served advertisements based on what they can find out about me. I use several Google products and usually they don't try to trap me and certainly not to trap me into some private network of theirs, open only to communication between their customers (aka users). Google offers good interfaces into some public networks (Gmail to the public mail network; the search engine to the public web. Also Google forms to the public web, and several other such services that are interfaces to networks they do not own). The evil ones are those that try to trap you into something you can use to interact only with their own subscribers. I think Microsoft was a bit like that in the past, and has become a bit more like Google in the present, not locking you into having to use their products.
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