I wouldn't include Apple in that list. I don't think they get it.

The big question for me is, will users be willing to give one big player all their data? Or will we have a system, much like in personal financing, in which many individuals "invest" their data with several companies and use "brokers" to manage it. I want to favor the latter paradigm because this way, you don't have one big player locking it down at users' expense.

Google and Facebook playing keep-away with each other opens up a big opportunity for the small guys to come in and be that one broker who will help users manage their location-based data, their status updates, etc and offer them great services. Greplin is one such player and I'm sure there will be others.