This analysis from Jacques Mattheij was an eye-opening way to start my day. I’m not surprised in the least but reading this just felt like a punch in the gut.

Here’s the money quote for me:

You’d almost think that all those free and invisible services google provides have one goal: to get you to load something from google on every page that you visit.

His breakdown doesn’t even account for our willing use of market defining apps like Maps, Docs, Sheets, Chat/Hangouts, or Drive.

I have to wonder as an iPhone user are there benefits to fragmenting the data collection of me? Most likely not but I can pretend .

Google Web/Search History Disable does Absolutely Nothing via Jacques Mattheij