I don't think the problem is with giant techs but rather with us as customers since we don't give that much attention to our data, it is suoer easy to slip down the rabbit and be part of it even you are well aware of it. But im happy to know that people started demand for how their data are used and track them, in this basis these companies will start to take huge steps towards carrying about privacy since it is indeed the very first concern for their customers.