Amazon is not a Standard Oil by any measure as they have ample competition when it comes to online sales. Facebook is still an opt in environment. If you don't want to join facebook you don't have to and no retailer is dumb enough (well that might not be true but I haven't found one) to require you to be a facebook member to purchase products or services. Google is, well google. I don't have to use their search engine if I don't want to.