New York Times has an article titled Planet Google Wants You in which contemplates the ever-growing Google ubiquity. The ending is really beautiful:Toni Carreiro, a Web designer in San Rafael, Calif., and a self-described Google addict, said that the elegant simplicity of Google's design is a blank slate upon which she can impose her own personality: It's not there to sell you on anything, just to help you, while other sites, she said, are full of blinking ads and clutter.
"They have all this animation going," she said. "I just want my stuff. That's what Google gives you — 'me.'"
Google is not the only company that says it cares about the users, but Google is afraid that people start to hate it, so it does everything to prevent that. Google's simplicity is just one way of being friendly. Another way is giving options and not forcing users to choose things they don't want to. And if they have to make a choice, Google tries to be honest (and sometimes pay for the honesty).
Google is a silent companion that listens to you and tries to help you only when you ask for it. Others do like Bonzi Buddy: try to sell you stuff, try to make themselves useful when you don't need them, ask silly questions and make you feel you owe them. And maybe that's why Tony identify herself with Google.