We're very specific about the information we collect and why we're collecting it from users. We're also very specific about the information we don't use in creating these buckets and providing services to advertisers. Some of the information that you would consider the most sensitive, whether it's political views or whether it's health issues, we don't consider at all. Then in other instances, when you're using our products, like Google+, it's very explicit to you why you're providing this information and why we're using it.
That's the farthest we can go; we can be honest with you, as a user, on why we need this information and how we're going to provide the service to you that would require this information.