The reality is much simpler: security issues in computing don't affect the layman's life enough so that people feel concerned about it. A few people are conned

The reality is much simpler: security issues in computing don't affect the layman's life enough so that people feel concerned about it. A few people are conned, or have their identity stolen. But the vast majority just had a slow windows XP and a few toolbars attached to their web browser. They couldn't care less. As for bigger issues, like gov spying, it's exactly the same. They can't see any link between it and their personal life, and have no interest in projecting what could happen in the future as they have no will to participate in building the system they live in. Caring for society is a niche feeling. The only thing that would make people react would be a massive and violent catastrophy, with strong symbolic value. And remember that equifax didn't cut it: the outrage barely trickled to outside the geek circles. So it needs to be bigger, and simpler to understand.