>That and I can choose not to directly do business with a company without having to upend my entire life.

I could easily see a self-employed Google user who decided to cut all ties with Google basically having to build a new life from scratch.

It'd mean directing people to a new email address, downloading stuff out of Drive, and maybe not advertising via Google. That doesn't seem like a lot. If your job is YouTube content creation, you'd need a new job, but you also had to make specific choices to end up there.