To most people (99% ?) Facebook, Instagram, Google etc offer everything they want. So they do not feel a need for getting the 'power back'. It all comes down to perceived (!) value. Once people use one thing, they will only switch if something else offers a clear higher value. At that point offering the same value is not enough anymore. This higher value has to be something that makes every day life in a very obvious…
No, that's not how it works. Sure, perceived value is important, but that's not where it starts. For people to switch to something else they need to find out about it first, and to find out about it somebody has to promote it to them. And how do you get people to promote it? You need an incentive, you need to find some way to make it worth for people to promote the software and of course it has to have a value for users to use it too.
Torrent sites, for example, benefited from promoting torrent technology.