The EFF raises money through gloating about the good they do. If they didn't trumpet their successes people wouldn't see the value. Frankly, Google was forced to make this decision by people like danah boyd, poor press, and a bad position in the market. They aren't doing this based on any moral reason but because their position was unsustainable for logical reasons.

I believe that when companies make terrible decisions, organizations like the EFF should shame them, because it sets the standard for the future.