When it comes to that level of data and maturity I think there is no valid competition.
I've consciously made the decision that I don't care what Google does with my data. They're going to attempt to track me regardless of if I use their services or not. I have friends who live off grid to get away from internet tracking but I don't envy their lifestyle.
So I think like most conscious people we just make the decision to willingly hand over whatever data we might be leaking to these companies, just for the convenience. Life is short, and filled with enough suffering, I don't need to inflict it upon myself in my daily routines.