Apple and Google are both terrible in their own ways. But while one has the upper hand when it comes to marketing privacy, that won’t help it win this war.

As you may recall, Google CEO Sundar Pichai made a big push for privacy and trust during his Google I/O keynote address earlier this month. But on the eve of that address, Pichai also wrote an op-ed for The New York Times in a bid to reach a wider audience. It’s worth reading, and it hits on a topic I’ve raised repeatedly: While people probably believe that the notion of “trusting Google” is inherently ludicrous, most people, in fact, do trust Google. They don’t just use Google apps and services like Maps, Gmail, Photos, and Search. They rely on them.