Google and Facebook have been collecting your data from their inception, typically with unknowing permission of their users who did not read or understand the implications of the lengthy legal terms and conditions for use of their "free" products. Now people will be just as unknowingly willing to give up their data, but will be paying their internet provider to take it! Microsoft and Apple could start offering trustworthy VPN services, but would have to be careful to allow other competitors equal access. I would choose Apple, given that choice, since they have a long held company policy of encrypting all customer data residing on their servers while leaving the only copy of the encryption key on your device. Apple could not give away your data even if they wanted to. They backed this up by refusing to help the FBI crack the San Bernardino terrorist's iPhone. Any other VPN provider would require serious vetting.