The analogy is a bit leaky IMHO. Gmail doesn't add advertisements to the mails you are sending out. They only add ads to the messages you received and are looking at in your browser. If you don't want to see any ads, just use an IMAP client and you'll get the original message.<p>In-fact, not altering the mails their users are sending was one of the unique features when gmail launched. AFAIR both Hotmail and Yahoo were altering the messages of their users to include ads.<p>The part about reading the mail is true though, but on the other hand: Unless you host your own email server, it is absolutely impossible to be sure that nobody is going to read your mail as it is stored on the mailbox server (it also can (and is as we now know) be read in transit most of the time and outside of your control).<p>As such, I honestly trust Google more than I trust $ISP. Usually $ISP is equal to $CARRIER and those, IMHO, are the personified evil, so I wouldn't trust them at all. But even $ISP != $CARRIER, I still think that the bigger the mail provider company, the safer your messages probably are there (minus government spying, but that works regardless of ISP): Bigger providers are bigger targets and thus have likely invested more in data security and internal procedures to make sure mail isn't being read by humans unless strictly needed.<p>If you don't want ads in your Google-served email while using the web interface, get a paid Google Apps Account. No ads, very flexible email routing and actual customer support. For $50 per year per user. That doesn't say anything about the data being used for other marketing purposes of course, but, as I said, that problem is the same everywhere unless you self-host (which is reasonably complicated and annoying to do).<p>TBH when I was running a free email service in the early 2000s I really had to fight the temptation to just run grep over /var/mail and have some fun. I think the smaller the company (it was just me and my colleague back then), the bigger the risk that one unethical person can do serious damage.