I think the big difference here is that this platform sells a product to website owners who want to see how their visitors generally behave on their site, e.g which pages are most popular. That is a legitimate need.

The difference with GA is that GA offers to fill this need of website owners for free while it actually processes and sells the visitors data for immoral ends. The whole "the customer is the product" deal.

I don't understand why simply sending data from one server to another is seen as such a big deal, the problem with Google and Facebook and the rest is how they build extremely detailed personal profiles that they use to cause social harm. Surely that is very different from tracking which pages get the most views or how much time - on average - people spend on your website?