Indeed. But the thing to keep in mind here is that none of them are invincible. As noted in the article, tech giants get their influence by users voluntarily flocking to them. And if users start feeling the privacy trade-offs are not worth it any more, they might flee. Which is probably the prime motivation behind the Zuck's "'whoa, privacy is good, we will definitely do the privacy thing" statement made the other day. They live and die by their users' satisfaction. We do have the power to influence their behaviour.