You have many ISPs to choose from. There are not many "Googles" nor "Apples" to choose from.
Depending on where you live, a lot of times you don’t many to choose from. Maybe 2-3, but sometimes only one with fast enough speeds that it becomes the only option.
I have exactly one to choose from. Two thirds of americans households have exactly two, exactly the same number as the count of googles and apples.
My apartment, smack bang in the middle of Manhattan, has a single coax cable opened by Spectrum, and is the only option for me to get reliable internet connection. I have no choice but to (1) sign whatever their ToS are, (2) pay whatever they want to charge, and (3) have them do what they want with my metadata. I’ve decided it’s not the hill I want to die on, but no, I don’t have many ISPs to choose from.