We are people foremost, not consumers, especially in the context of privacy. Please do not use their terminology, it empowers them by framing everything in the eyes of corporate interests.
We're talking here about the right to get a copy of your own data, the right to be forgotten when you want to leave, the right to be informed about data breaches, and a right to agree to types of data processing.
Your analogy is "you enter a shop and cannot leave again, may be abused, and lose control."
Neither is google