What's "evil" about following the exact same business model that you've been following all along? It's not like they sneaked this up on us. It is public knowledge what they do for revenue. They provide you with simple ways to migrate your data off the service if you're displeased with it. You can connect to your inbox via IMAP and read your mail without seeing the ads (unless these new ads will be sent to that inbox, in which case even I would think that's going too far).

Is it so hard for people to get that some people actually understand that what Google sells is personalized ads based on what they know about us, and actually consider it a fair trade for the services we receive in return? Not everyone is ignorant about this. We just don't care.