"How could the free companies with no bias towards wealth possibly end up as the bad guys?"

Is that a serious question? They are ad companies. They don't do charity.

And one company had as a slogan "don't be evil" - they got rid of. And the other one was started with the words about their users

"they trust me. Dumb fucks"

They literally are the bad guys. Google started different, but now I don't see any value they care for except making more money by more web dominance. And with that dominance, spy, sell the data or use it to hijack peoples attention and manipulate it.

Why do you think Google and Meta such broad access to their services? For strictly charitable ends?