I don’t hate Google. But some of their services/products are more buggy then the competitors (gmail, chat, chrome) and some don’t have much utility (free form search for products or recommendations, maps) so I use the better competitor products, where it benefits me. And I use the Google product when it offers me a benefit (search for technical documentation or finding a specific URL, chrome devtools). In some cases I’m locked in (gmail) and in that respect, it’s frustrating (but not unique to Google)
A great way is by charging for volume of trash produced. My city works that way (pay per bag) and we produce very little trash (sometimes not even filling a trash bag in one week). It also makes you really consider buying something when you include the potential cost of throwing it away, if it is not reusable.