It is like you say, for the vast majority of people they be in the category of if you've got nothing to hide then what harm is there. But for those of us that fully understand the scope and potential of these matters we probably see it as an infringement of our civil liberties, even if like myself I don't get up to much and have nothing to hide. Half the problem is as the old saying goes, " you give them an inch, and they want a mile". Where does this all stop, it will just keep getting progressively worse and worse, and quite frankly it has already gone beyond what I believe is acceptable and is quite intrusive enough as it is. I think another problem with saving your searches and other data as well is the possibility that you will start narrowing down the internet for yourself. say if perhaps you collect baseball cards, you google them, you buy and sell on amazon and ebay etc, if you do that a lot then you will more then likely start getting a lot of targeted ads related to that and may end up just seeing nothing but that. I know there are a lot of junk ads around but sometimes I'll just see one that catches my eye, something I wouldn't have normally thought about and I will click on it. Now if you end up doing the same daily routine online then there is the possibility that it may narrow down your view of the internet based on your actions and you may miss out on a lot of things that other people who do all sorts online might see, your view of the internet effectively becomes tunnel vision based around the few things you do daily online.