I know plenty of normals who like to joke about Facebook or Google listening to their conversations because they've been shown ads that are related to things th

I know plenty of normals who like to joke about Facebook or Google listening to their conversations because they've been shown ads that are related to things they've said out loud. They're joking but they still feel uncomfortable about a large corporation "knowing" so much about their life. To your point, it's probably a minority but I'd guess it's more than 10%. There's a ton of stuff in the market (identity theft insurance, new VPNs cropping up, Apple's privacy-focused branding and marketing efforts (I'm not saying they're inherently better on privacy, they just are branding themselves as such)) pointing in that direction now. Normals need to hear more stories of seemingly innocuous things like home movies resulting in identity theft. Maybe fear isn't the best way to motivate people on principle, but it does work. Imagine how many "security questions" and other PII can be gleaned just by watching some family's childhood home movies.