The benefit to users is having more than a few large platforms in control of information, which prevents them from setting the narrative. I would like to compare it to having multiple car manufacturers. What is the benefit of, for example, a BMW vs. a Toyota? At the basis, they both offer the same functionality, taking you from point A to point B. But many drivers have distinct preferences for one over the other for their own personal reasons. The market is big enough to allow for multiple players, and the competition will keep everyone on their toes, ultimately benefiting the end user.
(Oh, and we don't sell your data to Google)