Voting with your wallet doesn't work when there aren't any alternatives. If all the services are bilking people, then there's no choice but to stop using an entire type of service. There's a similar argument in American tipping culture: you can just vote with your wallet by not going out to eat.
But that's austerity measures and those have been shown definitively to NOT work. People won't give up most of life's pleasures and conveniences unless they have to. No one wants to deprive themselves of most of society's benefits. And they shouldn't have to. There should be laws regulating how companies charge and introduce fees and what they can charge for to prevent abuse and industry-wide abuse.