There is a big difference between advertising to users interested in Islam and shipping that dataset (or clicks, or people who use certain keywords in messages) to the government.
Also, the nature of information is that once known you can never rely on unknowing it again. If the United States breaks out into a war with China, you cannot unknow a database of asians innocuously collected for alternative reasons. The information itself is dangerous because the information itself is powerful.
Leaking FISA requests to the press, choosing to face jail time, or trying a public battle over a FISA request are other options available to people at these companies, instead of just rolling over.
I don't understand your argument.