Microsoft and Google certainly do everything to make the introduction of total surveillance sound as if it were something their users actually desire or like a common software "feature". Madness 
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 Yes. Google always makes it possible to opt out of features like this, but they're always opt-in by default, so if you're not paying attention when they roll out new features you don't know that they're connecting this data.  

 Officially they let you opt out, but I always have doubts whether they are truly opting me out.