This is why principles are important. Living by a well considered and thoughtful set of beliefs, secular or otherwise, has an impact on the world. Even if things look hopeless, your actions contribute to the way life unfolds for everyone else. Even if things look trivial, not engaging in minor infractions against your beliefs is withholding that single drop from the flood.
I won't ever use tiktok, and speak against it to friends and family when questioned. I support the use of Signal and promote basic digital literacy, lending my time to help people learn about encryption and protecting their personal information, even in seemingly trivial things like not playing quiz games on social media.
I don't believe in a monolithic big brother spying on individuals, but there is a collective impact of all of those systems, if which Google Amp plays a big part. It normalized the idea that centralizing the gateways to content was a good thing, regardless of Google's intentions. It usurped control of a minor piece of web functionality that gave Google a big competitive advantage.
People have been commoditized by getting them to give up private data without understanding what it is they're giving up. At a very basic level, you could look at Facebook - they have 3 billion members and make 30 billion dollars a year - someone's data is worth $10usd per year on average. Similar valuations can be applied to other companies, but Google is getting around $150 billion a year for advertising. If you could assign a weight to people, some would be worth far more than others, and even entirely boring and innocent profiles are damaging to consumers, because they're providing baselines that enable further and more nuanced manipulation.
It's such an insidious and subtle injury to society that getting people to even notice litigation like this suit is difficult. Getting them to care, when the attitude of "I've got nothing to hide" is hugely demoralizing to people who do care.
Gross anticompetitive actions are a part of the problem, but the reckless use of algorithms that influence exposure to information, its context, and its timing is a huge, hairy deal, but even amongst techies it's hard to communicate why.
We are collectively wireheading in a way the majority of humans don't have the knowledge or education to recognize as dangerous. The knock-on effects are sometimes many degrees of separation from any single company's actions or behavior, and there doesn't have to be a human in the loop for the algorithms to poison the future of a society.
The agency of individuals is stolen by systems like Amp - a drop in the digital flood that is drowning liberty and sovereignty. It creates a system that gets abused for profit or politics or ideology. It reinforces the arms race in surveillance technology, but a vast majority of people are content with the idea that they have nothing to hide, not realizing that they are choosing to grant control over the information they will be allowed to consume anywhere within the ecosystem they engaged with.
FAANG's actions subtly influence the behavior of billions of humans. Innocuous and trite misbehavior on their part gets amplified far beyond what anyone would predict, and we have almost nothing in human history to measure against. These institutions have to be held to a higher standard, and societies all over the world must work to make private information a resource entirely and absolutely controlled by the user.