If enough people tried—just tried, even imperfectly—things would shift. If more people opted for alternatives when they could, if more people supported independent platforms even three times out of five, if more people put even a fraction of their energy into challenging the defaults, it would matter.

A lot of folks don't, or won't, because they think - they've been scolded into believing - that if they can't do it completely, it's not worth doing at all.