His privacy being paramount, Kelly grudgingly chooses to head into Columbia every so often, rather than cede his data to Google or turn over his purchase history to another online retailer. "I'm just not sure why Google needs to know what breakfast cereal I eat," the 51-year-old said.

Kelly is one of a hearty few who are taking the ultimate step to keep their files and online life safe from prying eyes: turning off Google entirely. That means eschewing some of the most popular services on the Web, including Gmail, Google search, Google Maps, the Chrome browser, Android mobile operating software and even YouTube.

Such never-Googlers are pushing friends and family to give up the search and advertising titan, while others are taking to social media to get word out. Online guides have sprouted up to help consumers untangle themselves from Google.

These intrepid Web users say they'd rather deal with daily inconveniences than give up more of their data. That means setting up permanent vacation responders on Gmail and telling friends to resend files or video links that don't require Google software. More than that, it takes a lot of discipline.