99% of ecommerce folks are not a scale where this would effect anything, and even then google display ads are less than 5% of the usual online marketing mix. It's well worth the tradeoff for the power and flexibility of GA.
Why would scale matter?
As a small company, you are barely affecting Google's targeting algorithms on your own.
They target individual users based on their browsing history. Scale doesn't matter.
The benefit from using GA is enormous and the cost to implement is near-zero (for the company). The benefits you get vastly outweigh any potentially lost revenue.
You browse a site that has GA on it looking to buy a bike, then that user get hit with bike ads on other sites that host Google ads. Almost every site owner I've spoken to about this issue was unaware of it.
Server side analytics prevents this, or use an analytics package that has no advertising business.