In the beginning they stepped in with the cloud to bring the "always available" thing to the masses, while simultaneously socially and legally destroying the burgeoning p2p ecosystem. Convenience at the cost of freedom.
That had the effect of kneecapping the technological progress and knowhow of ordinary people and has left them trapped on platforms they moved their lives to but are owned by their abusers.
The abusers are now in complete control and the abused have no ability to even imagine an alternative.
The alternative is to leave these platforms. Form alternate social groups with open technologies that stay resilient to outages and attacks.
We don't need the cloud anymore for the vast majority of civic and social life.