As I shared, Apple just enabled E2E on iCloud. Dropbox also just acquired BoxCryptor. People increasingly demand privacy and use third party services that provide it. It's actually not that hard or expensive to implement. It seems to me that Big Tech is realizing that, and not wanting to lose market share, thus moving in that direction. There are also many improvements in AI differential learning and other techniques that can be used to still learn from data and exploit value from it, while respecting people's privacy (Example: your iPhone recognizes objects and people in pictures, but the data is never sent to Apple.)