Yes, there is some friction in opting out just like there is friction in any action you want to take (from going to the grocery store to voting). So what? The

Yes, there is some friction in opting out just like there is friction in any action you want to take (from going to the grocery store to voting). So what? The reality is that some people really care about this stuff but the wider population doesn't. The people that care tend to get really frustrated at the wider population and attribute the population's uncaring attitude to the small amount of friction that it takes to opt out and/or to ignorance and/or low-intelligence. This is followed by a push for a government policy to adjust the behaviour. If people won't care by themselves or are too stupid to do it, we'll make them care through laws ... and that usually results in idiotic policies like a cookie warning on every webpage on the internet.