+Travis Lugo > Not to mention that its anonymous data being sent

To call such data "anonymous" is just very misleading, to say the least. I'll even go as far as to call it a blatant lie.

> and even if your name was tied to the data [in fact, it is] why would you care

Because the laws of the Country I live in give me the right to exercise control over what personal data I share, to whom, for which purposes, and when. That's why. Such laws also state that my personal data cannot be processed by third parties unless I have granted them an informed and explicit consent. Checking a checkbox equals to giving my explicit consent; leaving it checked does not. That's a big difference, because here in the EU you are not required to do anything to exercise your right to privacy. It's already yours. There is no such thing as an "opt-in" right.

> If you don't like the terms don't use the service

In fact, I don't use Google Now (and I never used Latitude), but I do use Google Maps.