One might say that you cannot demand "free services" to provide customer service, but I would not consider Google's services as "free". This is because you are paying with your personal information, it's just another currency.
There are a lot of Google services where customer service is indeed relevant, for example Gmail, Google+, Google docs, etc.
For the record, this is not just Google. Facebook, twitter and others need to step up as well.
Google is monetizing the interaction in some way, either directly or indirectly (possibly even as a loss leader), otherwise they would not offer it. That is all that matters.
Once we can all get past the "free" concept, it turns into a rather mundane comparisons of price vs features, but price may not entirely consist of currency.
The point of my above statement was that one might argue that it's not reasonable to for example call Linus Torvalds and demand customer service for free.
That doesn't seem accurate. You are "paying" by allowing yourself to be exposed to advertisements. Your personal information helps target those ads.
No, many of us are literally paying. You know, with dollars. For (really tiny amounts of) storage space. And other things.
As far as I know, the reason they want my information is to make the actual revenue-generating thing work better. The advertisements would still make Google (far less, but still significant) money without my personal information. My personal information presumably wouldn't generate much significant revenue at all were it not being used in service of advertisements. That's why it seemed odd to me to say that I'm paying with my personal information, and not mention advertising exposures. Perhaps I'm quibbling though!
Anyway, I'm starting to feel like a modern jackass[1]; sorry if this wasn't very clear.
1. http://www.urbandictionary.com/define.php?term=modern%20jack...