> If they want a say in how it is run they can leave
No, they couldn't. Feudal peasants (i.e. serfs) were tied to the land and were NOT free to leave. In general, their lords controlled every aspect of their lives, including who they were permitted to marry.
Being a serf wasn't quite as bad as being a slave (for instance, serfs generally couldn't be sold away from their families, as they were attached to the land), but it was pretty damned bad nonetheless.
At any rate, drawing a comparison between a feudal serf, owned from birth and tied to the land, and a software engineer who could likely have a new job by the end of the day (particularly coming from a high-profile shop like Basecamp) seems rather disingenuous.