This is essentially true of government surveillance as well. Not really a surprise, since most modern state surveillance issues are essentially about ways in which private and public/state power cooperate.

The overarching point is that it's naive to consider issues of privacy particularly distinct in the public or private sphere. Neither market nor political power are trivial to escape (and they have other things in common). Individual opt-outs will only get you so far from either a Google scale or state scale operation.