And use what alternative? Google, Apple, Facebook? Ubuntu cloud? Really? Is our data more save at Ubuntu services? You seem to be under the wrong impression that it's a problem we can solve by avoiding products of one company. As long as we're dealing with companies we're dealing with issues like that regardless of the image these companies try to create.

Use the internet as it was a public place. Remeber you can't even trust ssl connections (see Apple by mistake, NSA by purpose).