@lightweight Most of the time doing the right thing feels good, but if I wasn't willing to give something up in order to defend what I believe in, then I can't really be said to hold that principle.
It's like courage. Courage is about being scared and doing it anyway. Without fear there is no courage.
If giving up the use of harmful technology/services hasn't cost someone, they haven't been tested yet.
When it costs something to stand firm and you do it anyway, only then do you have values.