This is an area that I have a decent amount of experience with, because I've been working in Ads on the response to third-party cookies going away, and giving public feedback on various proposals to build new privacy-preserving APIs to support advertising. I don't think the comic is very accurate, and I'd be happy to talk about specific points you're interested in?

(Speaking only for myself)

To what degree is the Big Brother Freakout valid?

We all love our shiny objects and the convenience they bring.

Yet, even if we stipulate Noble Intent on the part of the FANG companies, there is no way to halt nefarious usage by some future actor.

Do we invent some sort of agent layer that tries to let us use the internet while restoring a level of information control to the user?

I can envision some cloud proxy that degunks the traffic for me, but that seems like:

A) a lot of yak shaving that will never be smooth, and,

B) a solution that would never scale or generalize, even if workable for the individual.

Even if such an agent were turned into a business to support subscribers, the basic problem of leaky information still exists.

However, some of the "monolitic" nature of Google could be mitigated.