When most people talk about companies ‘stealing’ their data, it’s just companies doing what they explicitly stated in the terms and conditions and these people agreed to.
The whole Google incognito mode drama right now is a great example of this. It literally always said ‘incognito will not prevent employers, websites you visit, or your ISP from collecting data’ when opening a incognito tab. So yeah, obviously Google also knows what you are looking up and they never implied otherwise at all.
Edit: A lot of down votes, but no one ever clarified how and when exactly it was that Google was misleading. And if there actually is anyone who was legit surprised by this whole thing, can you please explain to me what you thought incognito mode did exactly?.. And if there isn’t anyone who was surprised, as seems the case so far…that’s sort of my point.