The bigger picture is that Google et al are actually part of the control structure. The governance system wants deanonymised Internet. Corporate interests are how this is being promoted - government legislation would be a harder pill for the masses to accept.
But all the recent mega changes tell us (Elon buying twitter, etc) tell us that this is on the way. Apparent anonymous internet will be sandboxed. Knowing everything about everyone all the time, and having that data being crunched by ai's is an amazing, audacious goal, that seems close to being achieved.