Google has settled a class action for selling your queries based on whether you searched google and clicked a result between October 25, 2006 and September 30, 2013. Click register to get a unique I'd then file a claim.
That is cool, but $7.70 is not even worth it for me to take the time to register, let alone file a claim. Is there an argument that me taking the time to get a pittance in restitution hurts the company? Do they just keep them money if I can't be bothered?
If you aren't bothered then your portion goes to everyone else. If only one person signs up they get it all. If you don't register you are still involved as the class action and US Law means you give up your right to file a claim ever in the future for the same offenses. Only way to be able to is to write the courts requesting to be excluded.
In short it's happening so they can buy me a burger cause I'm never going to do anything about it.