> or even forced to give all of their data, it's entirely voluntary.

Sure you can avoid using Google and other spying companies products, but you kind of then getting yourself excluded from the society that see no problem with that. If you don't want to give your data you essentially need to stop using internet or put a lot of effort to learn how to avoid your data to be taken away from you.

I agree that it should be straight up illegal to collect data that there is no essential business need for. Company should be allowed to take personal data to process an order, but it should be illegal to run any kind of analytics that involves personal data and even "anonymised" data should not be allowed to be sold or used for advertising or to manipulate customers into sales.