I was watching Citizenfour the other day so you may understand my confusion.
I can say that I am privacy aware. On a high level, I understand how things work. I use a different strong password for everything, I have a GPG key and I opt for using open source services that make security a priority.
However I still use services that are not so privacy centric. I use Facebook and nearly all Google Services (Search, Gmail, Drive, Photos, etc.). These two alone can show you everything about me.
According to Edward Snowden's revelations everything is busted. Dropbox, Google, Apple.. You are not safe.
On the bright side, Snowden notes that the big software companies are doing steps in the right direction.
But let's say I stop using services from these companies and find alternatives. Am I really doing anything except dealing with bad UX experiences and beta software?