2 examples are not having an amazon prime account and running my own mail server.
Apple looked at the pen register cases and realized the best position to be in as a third party is to not possess usable data.
The US case from my point of view is trying to fore Apple to share user data with third parties.
I don't agree. NSA can hack/pressure smaller companies much easier than a giant like Apple.
Mail servers, sure. The big issue there is another annoying pseudo-monopoly issue where so many major email servers assume anything not from [major email server] is spam, so you may not even get to communicate properly. More sticks for the fire.
Occasionally people have a vanity domain email that bounces back to me. I have to search the headers for the actual email address and re-send.
[0] Because, among other things, the whole "Surprise and Delight" doctrine demands internal controls and secret-keeping discipline not that far off from an actual intelligence agency