If you want to fight big tech there are afaict 3 major fronts:
1. the web browser
2. self hosting
3. native guis (not for nothing every new language has a perpetual Are We GUI Yet page)

2 and 3 are winnable in the short/medium term, 1 is forever lost unless you start over with a new protocol or something but 3 can reduce dependance.

@deech are you counting Firefox as Big Tech? What counts as winning?

@heathborders No but def adjacent in the sense we can't rely on them not to cave, happened already with ai.

Winning is being free to not use big tech services if it's not right for your product which it isn't most of the time, and still be realistically competitive.