Recently Microsoft forced millions of github users to either deanonymize using 2fa or get annoyed by their forced device verification. It was pure trolling for some: evil hackers can lock you out of your accounts with unaccessible email1!!!, so we'll lock you out first * MS-trollface.jpg *. So MS is worse at the moment, they add palpable damage.

Google at least just continues their thing which already have simple countermeasures like not using their search, blocking their web-trackers with extensions and disabling location-tracking in options.