Micro Persuasion: Is the Google Cookie Tracking Everyone’s Surfing Habits?
This highlights the role of trust in provding privacy. If you trust Google, then their collection of cookies is benign and for the purpose of providing better service. If, however, you do not trust the web site putting cookies on your machine, then you must be concerned as to what back end linkages they are creating and for what purposes. And then, even if you trust the web site’s intent, how do you rate their capability to provide the security for and limited uses of the data that they collect about you?
In the absence of verifiable metrics or demonstrations of trustworthiness, caution must be you watchword.