Big tech, while useful in the main, are scavengers. They are too big to fail in some cases, and no matter what they do, they know they can afford the fines, oversight stuff, and speed bumps imposed by various governments. A couple of billion in fines is nothing to Facebook, Google, Microsoft. Sure, they don't want to pay out, but it doesn't really affect them.
What we are seeing is big tech have become modern feudal lords with the people as their vassals. We, the people, willingly give up our valuable data for "free" stuff. We align our loyalties to this or that walled-in garden, be it Google, Apple, Microsoft, Facebook, et al. These companies don't give a hoot in hell about anyone but their accountants. Everyone awake knows that we are the product. The advertisers are the customers. Yet people flock to this crap in hordes, giving up precious data, allowing themselves to be tracked, data sold to the highest bidder, etc. There has to come a point in time where companies are limited in how large they can become in terms of control. Over the last 10 years, FAANG has bought out almost all competition. If a search engine, for example, shows promise, it's snatched up. Ditto cool little software titles. Some startups make cool stuff just for the purpose of getting bought so the founders can cash in and go their way.