The clue is in the last paragraph. These companies have made an attempt at changing the discourse around what privacy is. What they market as privacy to us, is at its core a matter of controlling the data flows. Ultimately their revenue depends on us not leaving their ecosystem which requires barriers/moats to help enable their goals. Of course they have to call it that.
Privacy is about people controlling their data, which includes the ability for you as a user having a say in where your data is sent, used, and processed. All implementations mentioned above fail here.