I would argue trust is a big part of it. My counter example: Apple. Apple is a massive company that could collect massive sums of valuable data. Althoguh they do act like a monopoly in many respects (cough cough T2) they do not abuse data that they could collect. I think the reason for that is they want some level of trust from consumers. They do abuse their position of power but they do not do very much 'creepy' things like google, MS, Amazon, or Facebook