For me, a big difference is the knowledge that using Facebook greatly influences you as a user directly (attention tricks), whereas with Google you use it for just a few seconds and you get what you were looking for. The fact that your data is 'leaking' to Google is a more distant problem, since you can't easily pinpoint direct consequences.
Using Mastodon over Facebook / Twitter makes me feel more in control than using DuckDuckGo and Startpage over Google.
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