I suspect what most people would call "like" with regard to tech megacorps is more like acquiescence... more like Stockholm Syndrome - they don't really perceive having a choice to use someone else, or none of them, so they just pretend that they're happy with it... And eventually, they sincerely believe it.
@lightweight If we set the question of personhood aside, we still have to realize that they're _immortals_. Interestingly, when I do thought experiments on how immortals should be restricted--especially WRT their treatment of mortals--I find that a _human_ mortal (when medicine gets there) would probably need the same sort of restrictions.
It's a huge asymmetry of power. The law already handles these--think sexual harassment, or employment law.