It's cookies are in at least 80% of all website so it knows what you visit online, it has detailed profiles on its users, knows their calendar, emails, work documents. They are in your phone, in your home, listening in. Their Streetview cars are 3D scanning our streets. Google's CEO in 2010: “I actually think most people don’t want Google to answer their questions, they want Google to tell them what they should be doing next.”

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You get a better deal on insurance as long as you and your friends don't make any claims. This increases social pressure to not make claims, which could lead to bad situations. Secondly, a core idea behind insurance is solidarity with those less fortunate. Segmenting the market could mean higher premiums for the poor.

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