I understand that it may hurt some businesses that rely on the service to communicate with their customers, but having control of their own data is a savvier way to deal with their business, especially when you see social media accounts closed by any stupid reason or error which are very hard to recover.
And, it only hurts in the short-term view, because once there is the incentive, the space will fill with alternatives to plug the gaps. Once enough people make the shift, the weighting changes and what used to be a "must" becomes irrelevant to the alternative options.
Blockchain is the door to get rid of many of those old abusive models and face a new decentralized era.
It is going to get interesting as I am already seeing that some people are already getting fooled into thinking that they are working in a decentralized environment, even though it is actually governed centrally.