I think they almost already do. Google is still coasting off a well built reputation for simple, good, user-friendly web services (search and email mainly) that for most internet users is all they ever see of Google,, thus thinking there isn't anything else that's a problem. Most of these same users don't even really appreciate just how much tracking of their lives the company does behind the scenes. They might read about it or glimpse parts of it here and there and frown a bit, but the completeness of the surveillance doesn't fully register I think. And besides, convenience, which always makes uncomfortable things easier to forget.
Thus, its uglier side doesn't gain as much of the attention it deserves. Microsoft never had quite that same good and simple reputation and enough people had enough problems with Windows platforms right from the beginning to really hate the company as soon as they had enough of a reason to from the media. Microsoft can be shitty too, but Google is much more involved in most people's daily lives in some dangerous ways.
Recently Microsoft forced millions of github users to either deanonymize using 2fa or get annoyed by their forced device verification. It was pure trolling for some: evil hackers can lock you out of your accounts with unaccessible email1!!!, so we'll lock you out first * MS-trollface.jpg *. So MS is worse at the moment, they add palpable damage.
Google at least just continues their thing which already have simple countermeasures like not using their search, blocking their web-trackers with extensions and disabling location-tracking in options.
Thus, its uglier side doesn't gain as much of the attention it deserves. Microsoft never had quite that same good and simple reputation and enough people had enough problems with Windows platforms right from the beginning to really hate the company as soon as they had enough of a reason to from the media. Microsoft can be shitty too, but Google is much more involved in most people's daily lives in some dangerous ways.