And that's why it can work in countries with small claims, no lawyers or costs required to petition. Idea behind these courts is that people can represent themselves for a conciliatory session with a judge. The judge reach a verdict and, if a part does not accept, s/he can appeal (but now there are fees and lawyers required). Verdicts by default are possible if the part does not represent, however. This usually scales well because typical lawsuits are 1:1, and very uncommon for particular person.

However, if a few thousand people sue Google on a small amount, a simple demand to repair monetary damages (this seems to have a different name every country), or co-name Google with a John Doe because Google has the information on Doe or is the only presence on that particular country, they will need to represent or risk a default. And the process won't scale on their side only.

A legal and ethically correct DDoS on Google, but requires thousands of people motivated enough to navigate the bureaucratic depths.

And Fran's comment about lawyering up is probably valid on USA where, AFAIK, the procedure for small claims is different.