I think that as soon as there's some vagueness about what you are paying the companies for, and how you are paying for them (Google Checkout, Free Facebook, Apple App Store), all consumer concerns are forfeit.

Conversely, when you pay for a physical Apple product like a Macbook, consumer laws make it much clearer what services and guarantees the company must provide its customers.

More in the same vein: http://news.ycombinator.com/item?id=2087120.