I don't think that - the behavior I object to is not solely behavior that the provider thinks is malicious / unethical. The roommate in my example who barges in on my phone calls could believe they were genuinely contributing to whatever conversation I was having on the phone and helping me out, but they would still be creepy.

So I don't see this as about whether the provider has "good" or "bad" intentions; I see this as about whether the provider asks me for permission/consent before using my data. It's certainly theoretically possible that a provider is good at talking the talk and also being actively malicious, by asking for permission and then ignoring it or something, but that's not the problem I have or the article's author has with Google.