It's not so much that google has done anything wrong, it's that users had one view of Google, the Company ( the infamous "Don't Be Evil" clause), and Google, the Company, Had another. Google, the Company wanted to move in a more profitable direction for them with better user-directed searches and data-influenced ads. This makes great business sense for them, and generally their ads are still their trademark unobtrusive, mostly text style. However, all of the users who had the view of Our good friend Google have seen the shift away from mostly anonymous customer service to a service that generally works better, but is more data-intrusive. This shift on its own probably wouldn't have raised too many eyebrows, but with what they perceive the growing struggle for privacy on the internet, our good friend Google has become Google: Big Brother in the eyes of the wary.