I think their biggest sins are just being big. It makes them a larger target (which probably necessitates them taking extreme protections, otherwise they WOULD be taken down). Others that are much more concerning don't get attacked simply because they are smaller. For example Lyft and Uber who have both been found to have all sorts of personally identifiable information available to random employees. Or various ISPs tracking of data flowing through it.
To me, the cost of being google's product, is outweighed by what they provide me with. Search, news, music, assistant functions, "remember this day", "here is your family growing up", e-mail, automation of e-mails into actionable widgets... These things all are powered by Google knowing kind of a lot about me.
I don't know of any alternative to Google for these services, that respects privacy.