Fundamentally, privacy is about having control over how information flows. It's about being able to understand the social setting in order to behave appropriately. To do so, people must trust their interpretation of the context, including the people in the room and the architecture that defines the setting. When they feel as though control has been taken away from them or when they lack the control they need to do the right thing, they scream privacy foul.

Finally, Google assumed that people wanted different pieces of public content integrated together. This causes two problems. First, just because people talk to certain people in one context doesn't mean that they want to talk with them elsewhere. As Helen Nissenbaum has argued, "contextual integrity" is necessary for people to effectively manage privacy. Dismantling contextual integrity is experienced as a violation of privacy. And second, just because something is publicly accessible doesn't mean people want it to be publicized.