I think it depends if you pay them money. If you do, then you should indeed have strong expectations towards them and hold them accountable. If they provide a free service to you, then it's still reasonable to feel upset, but at the same time you get what you pay for.

Does this logic still applies if the company is getting other benefits from having me as a user? (Genuine question, I can see arguments for both sides)

For example, if I am using the free tier of a service and "paying" by seeing ads, should I have similar expectations?

I'm not saying that's how users pay for github - in that case it's more subtle, for example by giving up control of some of their stack and bolstering github already near monopolistic network effect.