In the main example cited by the article: how? It involves the use of surveilance systems by other people,These people may be unaware, disinterested, or even enthusiastic participants in this data collection. The same goes with data being collected by Google when the customer did not have an active subscription.

At best, we can only control our own actions. Even then, it is only possible to minimize (rather than eliminate) the use of their products without putting up barriers between ourselves and society. Consider email: we can use an alternative provider, but chances are that we will be corresponding personally or professionally with people who use Gmail or Outlook. The same goes for phones, only the alternatives available are much more limited. Plus you have some degree of tracking by the telecom networks. (I don't consider Apple or Microsoft much better on these fronts. Ultimately they have their business interests in mind and, failing that, their existence is ultimately at the whim of the state.)