Why is this a big deal? VPNPro researchers note that with so much consolidation, users have far less choice than they think, and by hiding the owners of an app the chances of being exposed to surveillance increase dramatically.
This is a big part of why I run my own. It does mean, I don't get the benefit of having my traffic mixed in with that of other users, so it's "just" another endpoint for my traffic (meaning if I were individually targeted, they've still only got to look in one place).
But, it does mean I get my traffic out and past the logs the ISP's have to keep under the ISPA, as well as avoiding any name based filtering or throttling they might also be doing.
I can change the endpoint's IP at the click of a button, move to a new provider in minutes (thanks to ansible playbooks). Not quite as simple and transparent as clicking a button in a provider's app, but not a major headache all the same.
The problem with the VPN services really is transparency. There's so many options, run by a far fewer number of providers, some of whom may or may not be compromised. Ultimately, I'm just trying to avoid the trawling nets that our government is dragging through ISPs - whilst the VPN providers would allow me to do that, it means hopping to an endpoint which is almost certainly attracting a similar type of attention (and may also be keeping logs anyway). Out of the frying pan and into the fire and all that.