Google updates it’s data sharing policy: Analytics Data will enhance Google-Ads

Today is saw this announcement in my Google Analytics account:

Google Analytics Data Sharing SettingsIn order to improve your experience with Google products, Google Analytics is updating its data sharing policy. You now have the ability to share your Analytics data with other Google services. This will improve integration, enable additional features in Google’s advertising services (including Google Analytics, AdWords and AdSense) and improve your experience with these products.Press “Accept” to enable data sharing between Google Analytics and other Google services or for additional options, choose “More data sharing options”.Remind me later | More data sharing options | Do not share data | Learn more

Although i am not one of those “Google is evil” guys this really was a shock for me. Because it simply tells us the true story behind the nice and free Google tools like maps, mail, analytics and so on: They really simply want to collect as much data as they can to run more effective ad-programs. If i was running a site that lives from online-marketing this would be my last day with Google Analytics. Of course everyone could choose to say no. But how many will simply press “Accept” without even reading?I have the feeling that they really start to play a different game.