I can see OPs point. I'm slightly less concerned about Google than some scrappy little upstart still trying the "growth at any cost" thing.

I actually will probably trust Facebook again once they have been suitably thrashed over past deeds and have had time to reflect on what went wrong.

Both companies will eventually become privacy conscious by necessity and have the resources (hopefully) to enforce it internally.

If they don't then the next revelation or the one after that might be their death knell.

It's ironic that "growth at any cost" is now being used as a stick to beat scrappy little upstarts with - when that is literally Facebook's phrase.

What Facebook and Google lose in (pretty much entirely self-imposed, for now) regulations, they gain in the ability to index against all of your other activity, everywhere.

The scrappy startup has only one data point on you, and has to work with others to make it useful (which, with GDPR will be a lot harder to do).