In the information age, interactions with BigTech companies are indispensable. With millions of users, there is an understandable rush to keep as many of them within a particular ecosystem. These companies push products and innovative solutions as much as possible for maximum engagement. Over a span of few years, BigTech has emerged as a critical factor pervading all the facets of our daily lives, generating and using large amounts of data to learn our behavior and apply the derived knowledge to guide or accurately predict the choices we make.
Amazon and Alibaba are among the companies that can automatically recommend products based on the kind of searches made on their websites. Facebook and Google have perfected their algorithms to push advertisements based on our online behavior—an attempt to make users spend on products and services recommended by these companies. On this score, BigTech companies have an almost unparalleled advantage whenever they enter an industry. Fi …