Why would that mean they are less deserving of regulation? Microsoft sold products during their regulatory troubles, so did the Rockefeller empire.

You see the warning all over the place:

"If you aren't paying for the product, you are the product" doesn't mean that if you are paying for the product, you're not the product.

This is the first time I've seen someone completely ignore, and even directly contradict, that incredibly common warning.

Amazon does both. https://advertising.amazon.com/

Google sells a product, just not to you; they sell to advertisers.

Amazon both sells you products, and turns you into a product.