Google has a slightly different problem. It has trained users into believing that shit should be free (and maybe supported by advertising) and over the years it has accumulated a significant chunk of users who either wholly believe in that mindset or are simply unable to pay for xyz reasons. Of course, people are going to raise hell when they start charging for something that was free for a decade. Google sowed the seeds on this one.
This was before the rise of the GDPR - I think it's fair to say now they are getting their teeth into tech companies Google is realizing they can't rely on the same avenues to make money - they can't use data in the same way in 2020 as they could in 2010.
Cue a shift in business models as Apple et al (and probably Google itself with Android) limits what data can be accessed at any time.
