Check again, Google isn't the one most people are worried about.
They are worried about Comcast, Cox, AT&T and the like that own ISPs/broadband, content and control your privacy on every site you go to with the ISP privacy bill they put through, which they moved to the FTC from the FCC so they could control it better.
You don't have to go to Google, you are stuck with your ISP and the other fake competitive ISP that they create fake competitive markets with.
Your points are literally the Jeff Flake [1] points he made about allowing ISPs to take your info and sell it / run ads on it stating that it is unfair for Google/Facebook to own that. Google and Facebook earned you going to their site to get that data, ISPs lobbied to get it and you can't not go to your ISP, they run all your online access. ISPs should innovate and make products to get your information to sell ads from, not bribe their way into another monopoly while the FTC let's them do it.
FTC move for privacy essentially away from FCC was the start to dismantling net neutrality with the same arguments even though it actually created ISP monopolies more heavily because now they get ad revs, content revs, and bandwidth/access revs.
How much more power do you want to give to the ISPs? You can choose to go to Google, you cannot choose your ISP on the fly and most likely you only have one good one in your area with fake ISP competition that was a cut deal in a backroom.
FTC will not enforce net neutrality, they have been against it from the beginning and it is a regulatory captured agency that loves the ISPs.
FTC probably can't enforce net neutrality, this came from one of their commissioners [2]:
> The Federal Trade Commission will not be able to fill the gap created by the FCC’s abdication of its authority and sector-specific mandate. After-the-fact antitrust and consumer protection enforcement by the FTC cannot substitute for clear upfront rules, especially given that vertically integrated broadband ISPs have both the incentive and ability to favor their own content or that of paid “partners” over the content of rivals.
Only thing the FTC can do is after the damage fines, which will be underwhelming. Rules/law needs to stop ISPs upfront, this is why they want it away from the FCC and on the FTC. ISPs would rather win in the marketplace, get their monopolies cutting out competition, then pay a fine rather than innovating to compete. Upfront rules about net neutrality are needed to help create the next Google/Apple/Netflix/Facebook that would be crushed without it.
[1] https://www.wsj.com/articles/settling-a-bureaucratic-turf-wa...
[2] https://www.ftc.gov/system/files/documents/public_statements...