In case some of you didn't see the video doing the rounds some months back.
https://www.youtube.com/watch?v=Y_XzcTINGOg
Documents leaked from Google and a couple of interviews with the whistleblower made for an interesting story.
TLDR;
Type "Men can" into google and see how it autocompletes your search in the bar.
Now type "Women can" and observe results.
Note the odd completions are also out of line with actual search data.
How does that not amount to social engineering?