Almost all big tech companies are run by assholes chasing profit by exploiting users.
The people who vocally bemoan big tech are the ones who are banned from the platforms for encouraging violence, hate, and misinformation, then claim censorship. Those individuals are also assholes.
Normal people use Facebook, Google, Twitter, and whatever else and generally don’t think about the people behind the service. They’re the ones who are exploited for profit, but I don’t think they worship big tech.
The tech folks who care are moving to federated and/or privacy focused services like Lemmy and DuckDuckGo. But normal users won’t be here for a long time, if ever.
I think there’s nuance here.