Because people are really, really bad at understanding threats that have vague, uncertain consequences. For the last 15 years, trying to get people to seriously

Because people are really, really bad at understanding threats that have vague, uncertain consequences. For the last 15 years, trying to get people to seriously worry about privacy has had about as much success as getting them to worry about climate change: they claim to care, but their revealed preferences tell a different story. The problem is that the downsides are uncertain and in the future, whereas the upsides are immediate and certain. Our ape brains are horrible at evaluating tradeoffs of this kind. But the flip side to this is why the CA story has blown up: for once, the consequences— "CA got Trump elected!"— are immediate and graspable, in a way that "Facebook is scraping your text info" is not (even if it's probably not true). When the effects are right in your face and not time-delayed, people sit up and pay attention.