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'.
Absolutely, when you actually look into it Google is the most transparent with our data verses other companies. Other companies uses your data just like Google to know how to better sell you products. With Google at least along with being able to personalize you for relevant ads, they also use the data in ways to make our lives less tedious and even more important they give alot of their services away for free as a result. So yeah I do believe they are sticking by their a motor of " don't be evil". Others are less transparent and they use or data, give us nothing for free and then turn around and sell us things base on our own data. SO with everything considered, Google is perhaps the better one to trust.
The answer for me is a resoundingly definitive NO! And I don't want to. I am deeply hooked into the Google ecosystem from Chrome OS and Android to Chromecast and a huge collection of their services. And I must admit I thoroughly enjoy having access to and using them even with the knowledge that Google uses them to collect a lot of data about me. That said, I feel that Google really does do a good job of letting me know when and how it is collecting my data as well as how they use it. Do I trust them 100%? No. There are certain things that I do take precautions to protect, be it encrypting certain documents I store in the cloud, using a vpn and incognito mode when appropriate, as well as using services, apps, and backups from other providers. In the end though, when all is said and done, I cannot think of one single thing that Google has done to harm me in any tangible way.
Let's just be clear.. Google is not tracking "you", they're tracking a completely anonymized id that is consistent, and this has absolutely zero influence over your "privacy". Privacy does matter and if Google were responsible for ACTUALLY breaching your privacy or anyone else's there'd be hell to pay, but the reality is they are probably more careful than anyone to protect their users. Your activity is tracked by every single site on the internet, not just by Google. Do you really trust the alternatives more?