That's very true - all these people complaining about these large corporations but the reality is, these businesses profit from your data and it's what keeps these services free at the point of use. Your data is what keeps these businesses alive and helps them to deliver more personalised/targeted services to the point where it can become quite scary.
Heck, even the small businesses are at it. Every business, small or large is by it's very nature out there to make money. Just look at small or large game/app developers with their free games or apps filled with ads and/or in-app purchases. Not so innocent now are they?
As for Apple, they aren't in the business of selling targeted or personalised services to users, but it's what also causes them to lack behind in data-driven services such as their voice-assistant, Siri.
I'm not condoning the actions of Google here, in fact I think they should be penalised heavily for these underhand practices, but there's plenty of people out there who go ape sh** when reading such news, while continuing to use such services and not appreciating that much the quality of such apps is because of data collection.
That's true. I guess then it is important for warnings that such services use your personal data to make a profit. More legislated transparency would be a good start.