But... I think there's an institutional aspect here that needs resolution before we can. The internet is worryingly centralised. A small number of extremely profitable companies monopolise huge markets. Google tends to do this with data.
I think the reticence was justified: "Who owns the data? What kind of monopoly are google eventually going to have?" These are fair. A financial success case for google is some sort of data-centric monopoly. They don't really do business another way. It's fair to be dubious of their endgame.