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>isn't it still a good thing to reduce the number of companies with this data?

Maybe you want multiple companies competing in the same realm rather than Google handling most of the private data and becoming incredibly powerful. Maybe you want to unmask Google's motives so as to not play into their PR strategy.

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When the product involves selling my data to anyone, including bounty hunters, how does having multiple competitors benefit me? Unless I’m the one buying data on someone else?

The first point sounds like a defeatist mentality (of course assuming we share the ideal of our location data not being sold and if possible even stored) - at what point would we be able to push companies away from using location data if we are afraid it will make the others more powerful?

Sure "unmask" their motives, but it's also worth considering if their actions are a net good or not.

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