Google has been facing increased scrutiny from Internet users around the world after it changed its privacy policies for its different services to a single unified privacy policy, which allows it to access user information across its services and it to personalize its services for them. This criticism follows complaints surrounding Google?s Search Plus Your World update, which personalized search results for every users in a bid to boost the usage of its Google Plus social service. Microsoft, Google?s rival, stands to gain the most from Google?s several privacy missteps, as it tries to highlight Google?s flaws and attract users to its own offerings like Bing, Hotmail and Office 365.