Its not clear if the way the mess will resolve is reverting back to true "big tech" where we pay for tech (as opposed to big adtech or big ecommerce providing tech as a sideshow) or is some other pattern will emerge.
The astonishing amount of freebies points on the one hand on the increasingly low cost of tech, on the other hand on the enormous commercial benefit of extracting value from user behavior.
What will be the new equilibrium and will it in any sense feel "right" and sustainable? Its a trillion dollar question.