They’re really only bloviating now (methinks they doth protest too much) because the users of their products DO NOT TRUST THEM. I’d be willing to bet their ‘market share’ however they assess it is off quite a bit.
This is why those howling that Snowden is a 'traitor' are so wide of the mark IMO. I really don't give a damn what motivated him. The bottom line is that what he's done has highlighted the intrusiveness of our feral government, and has prompted people to finally start pushing back against it. None of these companies give a damn about our privacy, and most have, in the past worked directly to undermine it. However, their customers now know about it and many aren't exactly happy. THe only way to get anything to change at a national level is to have some of these high profile companies to start pushing back, as they are doing (at least publicly). The government doesn't listen to the people, but it does listen to big money.