Privacy Issues

I was reading a post on slashdot.com which talked about the privacy issues that Google is getting into. They already keep track of where you go in order to help personalize searches for you. Now they want to acquire Doubleclick.com which tracks where people go on the internet. The issue is that people sometimes don't want to be tracked when they are perusing the internet. I feel that Google at some point will have to deal with these issues but i dont see that happening for a couple of years.