They do collect it, and use it for their own marketing platform

Right

but they don’t sell/trade it

Then what are they collecting it for? To line their servers? It’s being used to train services, and those services that have ads have those ads targeted using the data collected in the first sentence I quoted.

In fact they DO anonymise the data they collect

So does google. Again, to the broader thread audience replying to my original comment, what is the difference?