There are companies which - by most people's standards - quite reasonably make money from free services. Telling people that they're all stupid sheep for using Google isn't going to get much traction. We need to highlight real problems, like this move by Instagram.
Lots of us also work on open source software, in which case telling people not to trust anything that's free is shooting ourselves in the foot. I don't pay for Linux, Libreoffice or Firefox, but I'm not 'the product' there.