The best counter-argument I can think of is:

> the claim that only Google (or, "only organizations large enough to require ads as revenue support") can provide these services is false - Open Source solutions (like OpenStreetMap, etc.) provide "good-enough" value. That is, the drop in value from "premium shiny BigTech solution" to "less-fully-featured Open Source privacy-respecting solution" is smaller than the gain in value from the associated privacy-aesthetics.

That's a subjective statement that applies on a case-by-case basis (is Google Maps more socially valuable than Google Drive?), and won't be true for everyone - perhaps, not many people.

EDIT: for a more fully-described alternative business model - https://spreadprivacy.com/duckduckgo-revenue-model/