[distant_hat]

That's the right order though I am not sure about the last two. I once listened to a Microsoft exec give a talk on privacy issues regarding Bing, etc. He admitted that for privacy conscious folks Apple was best followed by MS, followed by Google, then FB. He described how there were intense fights within Microsoft regarding whether they should show targeted ads based on email content on Hotmail and the side that wanted to show targeted ads lost out. A large part of the reason was that even though it was a free service, any hint that MS was contemplating going through emails could mean a backlash from giant corporate customers using MS's email products. For Apple, leveraging data has never been a major aim. They do as much as possible locally unlike Google/Amazon which do as much as possible on the cloud. Again, differing cultures of companies born in different eras.