There's nothing at all wrong with advertising or linking searches to ads. DuckDuckGo does this very well, but does not collect personal data and is profitable in not doing so. The bigger issue here is the reselling of personal data and to whom it is sold and for what reason. You're implying that citizens inherently have no right to their personal information. Can you please send me all your health data, banking information and passwords? I uhm, pinkie promise not to sell it to anyone... On top of that is the psychological tools of manipulation. At the surface it's fine, underneath, whats done with personal data, that's what needs regulating.