The biggest change would be separating Facebook and Google's ad businesses into separate companies. They should be able to sell ads to support their free produ

The biggest change would be separating Facebook and Google's ad businesses into separate companies. They should be able to sell ads to support their free products if they choose. But having the advertising business under the same roof as the product business creates an inherent conflict of interest, not least towards centralization and lock-in. If Google instead sold ad space and data to AdWords (the external company), responsibilities would be more clear.