What is the genuine contrast to be made between the Borg and the more gentle Data?

Here again, you have the contrast between good and evil, the presence of love or its absence. At least the reflection within Data of honoring human life, the value of human feelings and needs, and a respect for the beings around him show Data to be a quite pleasant and effective robotic assistant who is quite compatible with human beings in a work setting. In contrast, you cannot be friends with the Borg, you can only be destroyed or incorporated by them to serve them, only in ways they desire at the expense of your individuality, and that is an outcome entirely predictable when love is absent. So the only reward available is power over others and gaining of greater power—that is the hollow materialist pursuit of the loveless being without human influence or divine influence contributing some love to the picture.