Unfortunately the fox is building the hen-house. They 'should' build products that improve my experience but they have very little incentive to do that when they get paid so much for the data they can extract. What would actually do it is regulations similar to financial regulations. OS/browser companies shouldn't be allowed to do business with data brokers. Then they would have one primary customer, the consumer, and competition would focus on the correct outcome. But 'regulation' is an evil word so we aren't likely to see anything like that actually happen.
