It doesn't seem to be that people are complaining about the service defining the rules, merely that the service is dishonest about what they want in exchange for your use of the "free" service.
you are one person, and one person counts for nothing.. it is a Great Game and the participants are projecting power via an app, to "clients" in the millions. Your data is aggregated. Faux-control about "signing up" is a scrap from their table.
Are you telling me the service I've decided to sign up to defines the rules of that service?