'Big media' is still a thing
As Terry Pratchett put it: "... he dreamed the dream of all those who publish books, which was to have so much gold in your pockets that you would have to employ two people just to hold your trousers up."
Just because Google and Facebook are the dominant publishers of our time, doesn't mean all other publishers have magically disappeared. Or that they've stopped being evil. I mean, look at Sony, or News International, or Disney.
The real battle in copyright is, as it always has been, about publishing. The balance that needs to be struck is between creators and publishers, not readers. The publishers scored a huge coup when they promulgated the meme that "we're all publishers now", on the internet - and succeeded in diverting an entire generation's worth of legislation, getting it aimed at reducing the rights of consumers, rather than strengthening creators in any way.
Google stole that victory from the Old-School Publishers, and now the latter are mad at Google, which is what this article is about. But make no mistake, the OSPs are still the enemy just as much as Google is.