Earlier quoted context omitted.
The problem is finding them. If a layman looks for a cloud back up provider that isn't one of the BigTech group - uses Duck Duck Go and finds a small company offering 10GB back up for free. Unfortunately for them, that service is using AWS for storage, so ultimately despite they're best effort they're just using amazon cloud storage.
People have a problem finding DropBox, OneDrive, Box, Apple iCloud?
OneDrive IS Microsoft and iCloud IS Apple so they ARE BigTech, the same as Google? I don't see how that argues against the point?
Box is the only one in that seems to qualify? Kinda proves my point that it's not at all easy for a laymen.