[ethics_gradient]

I agree that Google is worse in most of the ways you noted. However, I would note that the choice of not using Facebook is a somewhat-arbitrary one, due to the incredibly strong network effect and the huge userbase.

Google is somewhat better in this regard - they're so huge because so many people use them, but in many cases you have options for not using Google, or most of their services. Or using them less intensively / intrusively than people tend to use Facebook.

Depends on the user, mostly. Both are quite detrimental to the liberty of users overall, I would say.