Well change can only be done through voicing disapproval first
Yes, but if you as the consumer never actually stop giving the company your money and/or data then there is little incentive for them to change. Just complaining by itself does absolutely nothing to a company the size of Google. You need to actually follow it up by using your limited power as a consumer to support an alternative. Only then, and if enough people do the same, will the first company consider making changes. If they don't, at least you are supporting an alternative project and helping it to improve so that it may one day feel like less of compromise.