Why is this unexpected, terrible, or evil? We all know there is no free lunch. There are
1.7 billion people with internet access. Targeted/personalized ads are just business: Did he buy or didn't he buy? If so, how can we get him to buy again; if not, how can we get him to buy next time?
Control you? How? I can't think of one Google service that doesn't have an alternative or a reason I'd buy something I didn't want, just because a Google ad showed it to me.
I wouldn't agree it's inherently evil. They've got shareholders to satisfy and their primary business is advertising. If you have the best advertising service, you can charge the most for it.
What do you think they'll do with it? They're going to advertise to you. It's in the best interest of the company to accurately target ads to you for products you may be interested in. Are you suggesting they're going to blackmail users for money to keep their data private? How could that possibly be in any interest of Google?