But for much of the western world it's these American household names which have direct influence on people's livelihoods more than any other on a social/cultural level. When companies like Apple, Facebook and Google reach the 'giant' status that they have, the average person will have a choice made for them, becuase of what the status quo is, despite there being alternatives out there. The larger they get, the less choice the world has, meaning less indpendence.