you're a techie i'm guessing? How many of your friends/family ask for tech support/advice? There's a serious multiplier effect at work. I'm a high school IT teacher. I influence approx 600 students per year. We now cover online privacy and I will be setting assignments that ask students to investigate and make reasoned arguments about the impact of Google's dominance on their privacy.

Once you annoy enough of the tech literate, word will start to spread. Slowly, then quickly. How do you think Chrome got its foothold to begin with?