It is not unfair. At least some of them, most notably Google and Facebook, actively allure their users to share more and more of their private data, while misleadingly claiming, that they are able to keep them safe. If more and more people will realize the risks of sharing their personal data with those companies, it can endanger their whole business model. So who should fight most vigorously, if not them?
And nobody says they have to immediately shut down.
It really is time for a Facebook competitor to stand up and say "we will say FK YOU to the NSA/US/any other government requesting your data" by being based somewhere else safe. I'm sure they could use all this to their advantage to gain a lot of traction right now. I remember a couple years back there was a lot of talk about open srouce/p2p based social network (mind is coming to a blank to remember the name)... something like that more appealing to the masses!
You can't declare that they're not fighting because you have no knowledge of what is being done by their lawyers and lobbyists, especially since the courts involved are secret.
Lobbying scales better than shutting down or suspending service.
Right, we have no knowledge that they're fighting for us. And until we do, we put our money where our mouths are, stop using their services until we can be sure they're honoring our privacy. If anyone is able to fight, it's them, not the small businesses. So put the burden on them, if they want our data, then prove they can keep it safe.
And nobody says they have to immediately shut down.