Companies all seem to want to create their own private "internet" and in a walled garden that they own completely. The goal is for people to feel like they are in control of what they consume while they simultaneously lose that agency.

If a person really has a choice, it should be possible to use the internet in general such that it does not generate profit for the parent company. Another way to phrase it: if content a person sees is being steered and controlled so much that a particular company always profits, then the model of providing a service to the user has conceptually been abandoned.

The era of the open internet where people could freely visit different pages with a single browser is slowly coming to a close. Even trivial things like viewing tweets and other plaintext are incrementally being locked down behind apps that surveil users. For example the Reddit website has been borderline unusable for many years, especially on mobile, and that fact is well known to the relevant developers. The reason it isn't improved is obvious as the pop-ups nag: "reddit is better in the app!"