Well, Google is indeed scary. They combine a lot of data from different sources. But they do have big competition.

Facebook knows much better who you are and what you believe and the simple fact that there is no voice command yet does not mean they don’t have AI in their algorithms.

Microsoft does not look so scary at the moment, however with their massive investment power they can afford to make mistakes here and there. Also they have reinvented themselves a couple times over already.

Apple really is not an innovative company, except for the user interface. When they introduce a new device it is almost always less powerful and has fewer options and fewer features than the competition. This was absolutely the case for the iPad. But they prove time and time again that you do not have to be the first and the fastest, you simply have to make sure the user interface works flawless.

Amazon also is really scary, with amazon prime they will take over all your shopping and entertainment. A simple monthly subscription and fast free shipping will easily keep you inside their shopping bubble.