Agreed. This is making me reconsider all of the Google services and products I use.
Now I'm beginning to look into alternative cell phone plans, simply because Google's insistence on advertising doesn't sit well with me.
I currently work at an advertising agency (doing IT stuff), and I'm in the process of job hunting for this exact reason. I can't justify spending my time helping people who are insistent on finding new, increasingly intrusive ways to advertise.