Reasonable data collection and controls.
There are technology products that work better when they know some information about you, like your interests or what country you live in. However, companies today collect whatever information they can about you and store it indefinitely. The default of how companies use your data should be reasonable and aligned with your expectations. Additionally, companies need to offer you controls that are easy to find and give you real ownership over your data—not just lip service.
For example, tech products rarely need to store your location history forever. A better default would be to store this data for 90 days, while offering you the option to let the company store it longer if that is your choice.