Google's business is to figure out, as well as possible, what things in the world you find the most interesting. Complicating matters for them is that you rarely want to sit down and fill out an accurate survey for them. Thus, they have to observe you as much as possible and infer your interests from those.
To best track you, they need to associate your web traffic with you. Thus they leverage 3rd party cookies in their ads to link together the pages you've visited. However, people get creeped out when someone's watching them, so they sometimes have their browsers block these.
So Google takes advantage of some known bugs and so forth to keep them in there. In my mind, this is shady. It's not strictly illegal or anything like that, but if you asked a trustworthy colleague to, say, not look through your files and they did ... how would you feel about that? Working around cookie blocking is a stall, of course, because the holes could be closed. Also, it can only tell that the same user went to sites A, B and C. If the same user has a second device, Google is missing critical linkable information.
Enter Google+, as in, more Google peeping. As far as I'm concerned, Google created a "social" network to unify your login across all their platforms to increase the likelyhood you are always logged in. This lets them do all the things they do with 3rd party cookies, except now they can associate it with your login no matter where you are. Also, personally identify you. But they don't do that, right?
Unfortunately for them, some people never got a gAccount or have since become turned off, or visit sites where Google has no presence (no ads)... If only they could just watch everything you did... Google Fiber makes it all possible! It's an ever-expanding race to find out more and more about you despite you maybe wishing they didn't. Kinda like if cameras tracked everywhere you ever drove.
That's what I think Google is up to.
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