I believe that the problem of those huge companies, such a Google, Facebook...etc, is the lack of solid customer support service.
If a penalized website owner or manager, get a warning and get an opportunity to discuss the issue with a human, and be given enough time to fix issues, no one will be complaining (or at least will see a huge drop in complaining).
Same apply for Adsense and Adwords. (even i feel Google started to listen more, send warnings discuss more than before).
Same apply for facebook and other big companies (As advertiser you cant contact facebook sales team if your budget is lower than 24000$ !).
For many people i think the most important factor is support, the future is for companies listening to audience providing much support in my opinion.
with 500ml you can hire 25000 help desk agents for 2000$ average salary for 10 years!