[yakireev]

If what Google does - closely observing us, collecting the data for further analysis, often without our knowledge or permission - is not surveillance, then what it is? Which word should we use to describe these activities?

[olalonde]

I would say a "data-driven business model". Google is not "closely observing us" in the sense that a policeman surveilles a criminal. And it's not without our knowledge or permission. Google won't learn much about you unless you volunteer the information. At worse, it might learn that a certain browser visited X or Y website (until the browser cookies are cleared). Plus, they collect data to improve their services and serve relevant ads, not to put people in jail.