Much like with 1984, I think the promising/terrifying part is that it's not an issue with technology per se, but about a society that has somehow decided to allow Terrible Things to happen. (Often via too much power in too few hands with no accountability or alternatives.)

For example, imagine that there are 20 great search-engines around the world (who don't collude), and it hits rather differently.

Orwell imagined it 80 years ago, not sure it’s more relevant just because someone else imagines it today.