In reality, Google and Facebook grow more unbounded, as they continually use their power($) to buy more companies and become more horizontally-integrated organizations to add to their business models. This by proxy also absorbs the members/users of those other companies and brings them under their corporate umbrellas.

It would be like if the U.S. decided it would be good for them to own the entire Caribbean in addition to Puerto Rico, so they acquired all the islands (through power or other means) and then those citizens became some sort of pseudo-citizens of the U.S. as a result.