It's just one more of the many elements of Google puzzle. They control most web searches, GA is a de facto standard of web analytics, Gmail is the most popular mail service, not to mention other free services, Android etc. etc., Google can easily track you all the way from the moment you open your browser (likely, Chrome...), through your searches, visits and actions. It's high time people realized giving so much power to one company, just for short-time convenience, is extremely dangerous. Google might have benevolent management now, but this can easily change, and it scary to think what could happen then.