Google doesn't sell personal information. You can't ask Google for how likely your employee is to drop dead. The only thing Google sells is pools of people to target for advertising. If I went to sell a board game on the 'tubes, Google can steer it towards their "nerds who are likely to buy board games" pool. The worst Google can do is fire ads for cheap insurance at healthy people.
The real danger is your government. The government can force Google to hand over, well, anything. Of course, the government can do the same to your credit card, ISP, cell phone carrier, or any company.
In the battle between Google and Death, I am rooting for Google. I don't even find this all that shocking. Google has gobs of money and it really can't go much deeper into its current field. If they expand too horizontally inside of their own market, they are going to face antitrust claims. So, they have gobs of money and are somewhat legally limited from doing too much more in their own field and related fields by both the fact that they have already crushed the competition, and that they really can't throw any more money at it and get better results. It makes a lot of sense to take a few shovel fulls of money from the big money pile and throw them at something crazy where they can leverage their ability to deal with big data.
I probably also wouldn't be surprised if there is a little pushing from the top from people who are starting to get to the point where they have to think of their own mortality and wonder if they can leverage their massive corporation to preserve themselves. I won't complain. I sure would rather have immortality or at least a few more years of life than a fucking app. It saddens me to think how many of our best and brightest are making fucking phone apps or high frequency trading algorithms.