That's the thing that makes Google a more challenging beast than Facebook: you don't have to have an account to be an asset for Google, and you likely feed them more data all the time.

All those like buttons on the net can be used by Facebook to create shadow profiles, too.

Definitely, though between search, communicating with the many Gmail users, AdWords, YouTube, and Android's marketshare, Google Map's dominance, etc, Google is IMO far more ubiquitous

And you can't live without a Facebook account?

You can live but you can’t date!