The mission statements of Facebook, Alphabet (Google) and Amazon are underpinned by Big Data. The mission statements of Appple, Microsoft, and Palantir are not underpinned by consumer data collection.
From Palantir's S-1 filling: page 
>From the start, we have repeatedly turned down opportunities to sell, collect, or mine data. Other technology companies, including some of the largest in the world, have built their entire businesses on doing just that.
>Software projects with our nation’s defense and intelligence agencies, whose missions are to keep us safe, have become controversial, while companies built on advertising dollars are commonplace. For many consumer internet companies, our thoughts and inclinations, behaviors and browsing habits, are the product for sale. The slogans and marketing of many of the Valley’s largest technology firms attempt to obscure this simple fact.
>The world’s largest consumer internet companies have never had greater access to the most intimate aspects of our lives. And the advance of their technologies has outpaced the development of the forms of political control that are capable of governing their use.
In other words, Palantir is a not a big data company page