Interesting...
It's interesting because this isn't the first time that this sort of thing has been either reported on, or proposed on El Reg over the years - but this time it does feel as though there is an ever growing groundswell of resistance against these sorts of companies, both from (somewhat ironically) a social element, but also from a more political and legislative arena. The issue remains however that too many people in positions of "power" are still making far too much money from trying to keep the status quo intact - which for me means that the real change will come when we get better educated politicians into power, rather than power mad idiots who seem to have made a lot of money from their businesses and then just buy their way into power - as we see mostly in US politics. It's a real worry that in the UK we'll be losing a lot of these protections (and a whole lot more to boot) once we exit the EU.
I'd like to make two points however on the story : re "Yet at no point along the way did any Googler involved in this say, "Hey, just a minute here!" and stop these – and too many other outrages to mention here – from happening." Yes, that's a very easy moral criticism to make, and I'm not saying you are incorrect; however the realities of work-life in the US are such that the risks of being fired, or without medical insurance for your family, or put on some IT blacklist are very real prospects for a lot of white-collar employees. Walk a few miles in those weary shoes and see if you'd make the same moral choice when balanced against your families well being.
As for Google itself - you can actually do a lot of stuff very quickly to reduce any issues you may have with them... (A) you don't actually have to have to a Google ID or account, or log into their servers to use many of their services. This in itself eliminates an awful lot of their ability to link your browsing habits to any data-flogging persona they may have on you. (B) For search you can use Disconnect or Startpage via (C) a spoofed IP or VPN for added dislocation. Then (D) there is the instant ditching of Chrome and replacing it with Firefox configured with any number of excellent add-ons such as AdBlock, NoScript, Ghostery, Privacy Badger etc. etc. Firefox even has a few add-ons that are called this similar to "F**k you Google" or "FaceBlock" etc.
Food for thought.