I don't think there's any "effective" advertising as utilities. Where do they say you can store email with them in perpetuity? One of the biggest problems, I t

I don't think there's any "effective" advertising as utilities. Where do they say you can store email with them in perpetuity? One of the biggest problems, I think, is user education: the average user sees these widely-adopted services online and assumes they're equivalent to meatspace, where real utilities have been created over time by institutions -- not private corporations. If anything, we need a legally enforceable way to set up true virtual utilities, or for more people to internalize what the media has been telling anyone who listens carefully for years: your data, once handed over, no longer belongs to you.