These companies are making themselves look really bad to anyone paying attention. Nobody is reporting that they joined a program to volunteer illegal access to user data, so these assurances are canards. What is being reported is that the NSA has been running a secret program to legally collect user data from these companies. If these companies want my respect, they need to admit that these reports are true, declare their opinion against the practice, and state their position on legal reform to make such practices illegal.