Businesses make money in all sorts of ways. Most big companies blend these together. NYTimes charges users AND sells ads. Enterprise SaaS sells licenses AND charges for installation and configuration services. App store widgets charge for download AND sell aggregate data.
Brand gets undersold in a lot of tech/startup communities, because those communities are frequently organized around doing new things, which necessarily don't have brands. But the answer to a lot of these problems IS brands, because brands are a proxy for trust.
At some point, if you want a service, you have to decide which company you trust the most to deliver it without misleading you or doing things you disagree with. Most businesses run without constant lawsuits keeping them in line, because trust and word of mouth and reputation matters.
If you can't trust anybody, then don't use computers, I guess. But the world is shades of gray, and I do think it's worthwhile to figure out which companies you do trust.