> No one forces you to use these services. They're voluntary

The problem is that they are a lot less voluntary then you think in certain segments.

* Running ads against a blog without using Google Adsense puts you at a disadvantage.

* Running an online store without Google Shopping puts you at a big disadvantage.

* Bootstrapping an online video show without YouTube is effectively impossible.

So if you are, say, an independent videographer, YouTube is not voluntary. The alternative is to not be an independent videographer, or to kludge together 5 other services that will get you 10% of the viewership and 10% of the revenue.