Chickens in a farm aren't situated similarly, with respect to the farm, as users are with respect to Google services.
Chickens can't freely choose a different farm, or to use no farm at all.
In addition - open air held chickens could run away but they choose not to.
What if all that happened on chicken farms was one of their feathers got plucked once in awhile?
So the question is - what are the sufficient conditions for a chicken to be raised to the customer status from the equipment status?
Even if chickens would have choice, all they can choose from for their actual survival is another chicken farm.
Over time they have downgraded their ability to survive without support of the chicken farm.
Even if they had some money to pay for the entrance into the chicken farm then collecting their eggs would be much more lucrative business.