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This looks like an article written to just drive people from using Google services for the sake of not using them and asking people to forego the high quality of service experience from an ecosystem that can leverage big data and AI to give you useful information that would otherwise not be possible for the common man at the relative cost of 'free'.

Does Google have too much power? As of January 2017, Google was powering over 63 percent of U.S. searches, giving it unrivaled access to our browsing habits, and more. Furthermore, Google tracks your every search to build an individual advertising profile. The search giant knows more about your browsing habits How Much Does Google Really Know About You? How Much Does Google Really Know About You? Google is no champion of user privacy, but you might be surprised just how much they know. Read More than you could hope to imagine.
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For real I can't see alternative for Google. If you are smart enough you can use Google without giving them too much data about yourself. Just use incognito mode in chrome, change applications permissions at your phone, etc. Use it smart. Of course you can't hide all informations about yourself but you don't need to login as Adam Smith, use nickname, turn off GPS if it's not necessary.

Admittedly, I do use Chrome, so naturally Google Search, but I nonetheless agree that Google knows far too much about us all. That's partly why I don't put too much through Gmail/calendar/all that jazz. I should probably give DuckDuckGo a try though. For now, and I'm sure this is the same for much of the population, I'm programmed to automatically go to Google.

For real I can't see alternative for Google. If you are smart enough you can use Google without giving them too much data about yourself. Just use incognito mode in chrome, change applications permissions at your phone, etc. Use it smart. Of course you can't hide all informations about yourself but you don't need to login as Adam Smith, use nickname, turn off GPS if it's not necessary.
Katzman, for one, doesn’t think the additional data will do much to change the process of sifting through that information. Google is “always trying to make searches more semantically smart,” he said, but “applying to college is not like buying a toaster.” It’s a decision that is made over weeks or months through a complex process informed by financial-aid promises, standardized-test scores, and insight from counselors or other advisers.
Wolfram Alpha isn’t the only Google alternative with a technical or specific focus. For instance, CC Search scans through Creative Commons-licensed media. Pipl is a powerful (and somewhat terrifying) people search engine. It tracks down user names, real names, social media accounts and more. Onion.link lets you search the dark web from your regular browser instead of having to install the privacy-focused Tor browser.

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