I would have agreed with you about apathy in the general population, but The Information had an interesting data point a week ago: "According to a Pew Research

I would have agreed with you about apathy in the general population, but The Information had an interesting data point a week ago: "According to a Pew Research Center study, 26% of Facebook users in the U.S. have deleted the app entirely and 74% have adjusted their privacy settings in the past 12 months. User growth on Facebook is slowing." So there is hope after all.