Of all the large companies that are now large internet players, do anyone particularly scare you in terms of how you data and track could be used? Amazon, Facebook, Twitter,
?
I think Facebook is the most evidently intrusive. They monitor all of your online activity pretty much and then shape your thoughts and such with targeted advertising. There will come a time in the future when the world decides it needs to take a step back from such intrusion in to their personal lives.
I think it's Google. We are using much more of their services and they cross-compile a Big Data by that.
People can live without Facebook (like me, I don't use it), but it's very hard to avoid all Google services and work online.