Because if I choose not to use google, AWS or even NASDAQ to perform the services offered the police don't show up at my house and compel it.
You may say Google and NASDAQ offer services that are difficult to impossible to find elsewhere. Yet there are alternative search engines, and there are ways to trade stock that do not involve NASDAQ. If these companies continue to mess up, their competitors will get more traction. If my government messes up, they still compel me to use their service. The difference while minor at incident #1 can be quite a difference by incident #n.