I think Facebook and Amazon are far easier to avoid. With Google their tentacles are spread so far across that its impossible to avoid them completely. It is disheartening to see talented engineers excited about working for advertising companies like Google or Facebook. Maybe nerd ethics have shifted over time, I don't know. I've migrated from gmail to a personal domain + host, and to FF for browsing, but that's about it. Out of principle I don't use an ad-blocker, I simply avoid going to sites that feature obnoxious Ads/UX.
