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Fiat_Lux, very good points. If one is extremely concerned about privacy Google is going to be a problem. Mostly I use Google via the browser, and there are lots of good plugins/extensions to limit how much Google can snoop on your web browsing, also Duck Duck Go is an option.
With Android you can use CyanogenMod.
Ghostery became my good friend after looking at a set of headphones on Amazon and having those headphones literally follow me in ads across the web.
I'm a Linux guy so I can pick and choose how much I let businesses look over my shoulder.
The biggest concern you bring up is having businesses know your complete reading habits. I'm not reading anything exotic, mostly boring low brow stuff, but I'm old enough that the whole "social push" for everyone to know what you are doing 24/7 is irritating at the least.
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