Threat models matter.

When a platform/service/app tells you they are “private” or “secure” always ask “from whom?” 

Criminals, domestic abusers, law enforcement, data brokers, and intelligence agencies are all different attackers with very different capabilities. 

 IMO "privacy" has become a mostly meaningless marketing term when coming from a company trying to sell a product. At best it means the company jealously hoards your data.