How did you read that article and come away with the conclusion that Google has been "pretty transparent". The story was written after more than a year of other news outlets reporting on law enforcement using Google's location data to fish for suspects. Google has been providing this data for at least two years before the Times reported on it [0].
> And moreover, Google has been consistently on track to store less private data.
Such as credit card transaction data collected without most people's knowledge [1] or location data after you've explicitly told it not to [2]?
Technology companies need to understand that both words "informed consent" are important. We currently have very little in the way of choices when it comes to data collection. It is simply not possible to opt-out anymore without tremendous effort and personal cost. I like this quote from Maciej Ceglowski:
"A characteristic of this new world of ambient surveillance is that we cannot opt out of it, any more than we might opt out of automobile culture by refusing to drive. However sincere our commitment to walking, the world around us would still be a world built for cars. We would still have to contend with roads, traffic jams, air pollution, and run the risk of being hit by a bus. Similarly, while it is possible in principle to throw one’s laptop into the sea and renounce all technology, it is no longer be possible to opt out of a surveillance society."
[0]: https://www.wral.com/Raleigh-police-search-google-location-h...
[1]: https://www.cnbc.com/2017/05/24/google-can-now-track-your-of...
[2]: https://www.apnews.com/828aefab64d4411bac257a07c1af0ecb