We, as in the people who have seen this shit before, and refuse to fall for it.
https://en.wikipedia.org/wiki/Embrace,_extend,_and_extinguish
There’s some reading for you to do, so that you understand the risks involved with letting some asshat company, who does not give a flying fuck about you, have even more leverage on the internet than they already do.
But why do you care if someone else is using it or not…? It’s more privacy centric than Google at least.