Don't underestimate how important privacy is to many Europeans. People are seriously worried about how their data is used. Sadly, I think it's quite clear that

Don't underestimate how important privacy is to many Europeans. People are seriously worried about how their data is used. Sadly, I think it's quite clear that most people are not that worried about it, even in Europe. Or at least, if they are, they're willing to put up with it for the convenience of the services they get in return. The real problems, IMHO, are a lack of awareness particularly among non-technical people of what is really happening and its implications, and a lack of competition so that those who do value their privacy more highly can choose to protect it without giving up normal parts of modern life.