What we technical people often forget is that the people who are using services like google or Facebook often have no alternatives.
Google and Facebook often times just work and that is what makes them attractive.
Telling them "jUsT sElFhOsT yOuR sTuFf" is something they are not capable of. So it is our duty, as people who can provide alternatives, to do so. And to make things just work.
Is that a huge effort? yes.
But the fight for freedom and digital self-determination is a hard thing to fight. Because we are competing not only against technical solutions but also against the comfort zone.