There are trillion dollar companies on both sides of the argument, and their eventual compromise will establish the defaults for billions of users.
There are also two fundamental components of the Big Tech debate at odds with each other here - privacy and competition. Increasing privacy decreases competition by strengthening the Big Tech companies that engage with users at the platform/browser/OS/hardware level. See: Google's removal of third-party cookies from Chrome in the name of privacy was just blocked by EU competition regulators, because it would cripple competing advertising companies[1].
[1] https://arstechnica.com/tech-policy/2021/06/eu-antitrust-reg...