AskWazzup
Sonny, I Watched the Vault Bein' Built!
It's not that they'll be making some form of active plot to "get an inch, take a mile", it's more that they'll simply notice a trend, and they'll go along with that trend. The more people "lay back and accept" giving their data freely, the more they'll think "this is just what people want". It's not nefarious, it's just everyone going about their business because no one's raising any fuss whatsoever. It's the same logic behind, say, gun control, prohibition, really ANY idea of how much rights and freedom we have. The fuss is NOT about that some nefarious group will invariably conspire to take our rights away. The fuss IS simply that we must remain vigilant about what we do and do not fulfill as far as responsibilities, and that we always maintain as much control of our own agency as possible. At least, that's what the RATIONAL fuss is about, anyway...
I don't think any company has nefarious plans, their main purpose is making money through whatever means they are able to. So if they can restrict and control what the customer is using, buying and searching to their business interest, they will try to do it. If nobody would use their services, they would just provide what the market wants. If the market/users have no voice and indulge into a general trend, then companies can use the carrot approach to veer the trend to their comfort, which most of the time is not directed at users well being.
As for the nefarious part, you do not only cure the symptoms, so something like the nsa is the symptom of the whole system being unsafe, because people are fine in handing out their data.