Honestly it's nothing new and will only get worse. That's why I'm always very skeptical of cloud systems, inter linking of accounts, and having so much of your digital life under one company's roof. What if you want to move country? What if you upload a piece of data innocently that is deemed to breach ToS? What if the company simply bans your account without telling you why? What if they close down? There are a million reason, which is why we need more small, decentralized solutions, and less services that try to integrate everything under the sun like Microsoft, Google, Apple and Facebook have been doing.