Or maybe companies turned products that were one-time purchases into monthly subscriptions.
Or companies made it incredibly hard to cancel monthly subscriptions.
Or companies will continue to charge and auto-renew us even when we clearly don't use the product.
Or companies will unilaterally degrade our service or push us to lower tiers in order to better serve customers who aren't you.
Or companies will have us pay a monthly subscription, and then also sell our data to the highest bidder anyway.
Maybe many of these companies have never had our interest at heart, and people are tired of feeling constantly screwed over and seen as a revenue stream instead of customers.