We can all do our part, by using their products as little as possible, contribute to open alternatives (OpenStreetMap, Fediverse, Linux, Nextcloud...) and by stimulating our (non-techie!) friends and family.
But it is a lot of work :(
For an example, see EU's GDPR, DMA etc.
Whether it's targeted ads, or training AI on their data, or verifying their age and implicitly identity, or "fraud defense", most people happily take it in exchange for a convenient freebie which is why things keep escalating.
It's understandable, people are assaulted with all kinds of abuses from every direction. There are more immediate threats that they can grasp more easily so this stuff has to wait its turn.
Feelgood slactivism. They don't care about your boycott. They finance their own alternatives because they know what makes you shut up.
Search is still their workhorse for ad revenue. Less search, less users, in addition to users now just asking chatgpt and co, will hurt them well
This is an attestation scheme. Attestation is about controlling what software you are and aren't allowed to run. If a future version of this allows desktop browsers rather than just phones, it will almost certainly try to do similar forms of attestation, and prevent you from controlling your own software stack.
We really need brand new legislation that makes it much easier to break up companies that are too big, and also to tax mega corporations at a much higher rate than all other companies. Then we can have fair competition and the power of choice. But the existing laws end up with no real consequence for these companies, and even if there’s some slap on the wrist, it takes years in court. New laws must make it very fast and low cost for society to take action.