I'm right there with you. I try not to use Google products either...I guess probably the only one I explicitly use still is Waze...there needs to be a mapping/traffic alternative.
I find I use Waze far less frequently or only for the last leg of the trip to find a nearby parking lot; Judging by the lack of fresh reports for road issues or speed traps, I'd say more folks might also be using other products. Their ads are also annoying esp when you are navigating your last leg of the trip and need to concentrate and it shows irrelevant ads.