Nothing is ever free

It seems like the topic du jour is the potential for Google to provide free cell service for those willing to accepted targeted ads - a la the Netzero model?

This leads me to ask - is there a point at which one might actually sour on a brand.  That a brand might become so ubiquitous that one cannot stand the sight or mention of them?

Yes, I love their search and use them as my homepage - they make my life simpler.  But don't touch every facet of my life - there is a point at which it becomes ridiculous and annoying.  But can you really stop their innovation train?