How is that a ridiculous extreme? People have different persona and personal facets in real life that the prefer to keep separate for various reason. That can be as simple as "Work" and "Home" to political views, lifestyle choices etc. The simplest solution online is to use multiple accounts, Google (and others) desperately want you to use only one and do their best to force it. Yes, this way they can provide/extract "value" by being able to collect every thing about you. The flip side is that they have everything about you all linked, personally I view Google et al or the Government doing it just as creepy.