Company services and privacy
Privacy is big thing these days when it feels like every other service is just trying to harvest your data instead of just serving you. Their product is just a tool to get you hand over that data and the real product is you.
This has led to some people being extremely conscious of their privacy, even with the services that don't necessary collect their data. Or at least intend to sell it. Of course there is also the "traditional" privacy of being concerned who can access your data in the first place. Especially for the more personal and sensitive things.