Going against Facebook/Google and other ad giants is in their DNA.
https://www.youtube.com/watch?v=39iKLwlUqBo
Jobs even went so far and envisioned a private mesh network to avoid cell/internet networks from snooping on iPhone users.
We should not forget that these companies are nothing but shareholder driven business and their incentives can and do change.
Going against Facebook/Google and other ad giants is in their DNA.
https://www.youtube.com/watch?v=39iKLwlUqBo