The real problem here, and what Apple is getting at, is lack of consent. The willingness or not to "pay" with personal data is meaningless if there's no awarene

The real problem here, and what Apple is getting at, is lack of consent. The willingness or not to "pay" with personal data is meaningless if there's no awareness. Sure, tech-savvy people are aware and can make informed decisions... but my grandma is not aware that Facebook is tracking her. And most non-techy people are like that: I closed all my Facebook accounts last year and people were surprised. I had to explain it to them! I can't wait to see their reaction when I tell them I closed my Google account as well. The iPhone update doesn't even immediately forbid tracking, it just requests apps to ask for permission. That simple change pushed Facebook to buy newspaper, radio and TV ads to try to get people to reject the update. Think about it: they feel threatened by user awareness.