I don't think most people worry about lawnmowing company. They worry about Google.
What google essentially sale is manipulation: they make money by changine your behavior, which is a extermely dangerous business in a democratic society. What makes it even more dangerous are
- It is a for-profit company, which means people with more money have more power to manipulate the general public
- It caters to U.S. government (since it is based in the U.S.), which is one of the most imperialistic governments today, with a terrible record of over-surveillance.
- Everything can be hacked, all the information that is stored will be leaked sooner or later. And these data can easily fall into the wrong hand; in fact, they tends to fall into the wrong hand.