Unfortunately, just like any private company, it can be bought or sold or just have new owners after the old ones die.
As a company, those great things they do for consumers can change on a whim, especially with new management and sudden need for revenue.
I mean, I remember people saying similar things about Gmail when it was invite only and had 1gb of storage. "It's the best, why would you use anything else?"
All this time later, not feeling those same things so much, you know?