Individual decisions might make sense for individuals, although it's obvious that the level of tracking is now so deep that most people do not understand what is going on and they would be shocked if they knew how they could be taken advantage of.

Collectively it's untenable for a single for-profit entity to hold highly personal information on billions of people from all over the world and have a direct, immediate communication channel open to them. These companies have immense power and they need to be brought under control.