With ‘evil’ I meant that you know that you’re essentially paying in kind with your data and are never using a service for ‘free’. And I meant it ironic, in case that wasn’t obvious. Google’s business model has always relied on this, starting with Google Search. The novelty, and brilliance, of Google Search itself was the two-sided market of consumers and advertisers. Once you encounter the Google brand, you know that you’re giving up your data for whatever purpose that Google makes money off.
With Apple, you don’t know. You might know that they also collect data through iTunes and iAd, but you don’t know to which extent and to what end. This is precisely why I find Apple so deceptive when it comes to privacy, you have to pay attention to the fine details (and the ridiculously long terms of use of iTunes and iCloud). With Google, you don’t have to worry about this, it will always be used for some commercial purpose and that makes it easy, for me, to just stay away from all of their services, even if I think the data they get from me through that particular service is harmless.
I agree that it’s still a problem for people that don’t pay any attention to this. If you’re reasonably tech-savvy however, you should easily see Google for what it is. The only reason why you would continue using Google is not because you don’t know what they do behind the scenes, it’s because you simply don’t care and prefer to enjoy the benefits their services have for you.