What are alternatives to big tech websites?

I'm looking for good alternatives to popular websites that are owned by big tech companies. I've checked out websites like https://alternativeto.net, but they don't specify which websites belong to big tech. Try to answer with a single option to see clearly the best alternative. Here's an example of the format I'm looking for:

• Amazon's goodreads.com (first level comment)
  • www.thestorygraph.com (second level comment)

Please share your suggestions and let me know why you think they are the best alternatives.