Privacy is not a 'hygiene' need. People will never choose privacy over satisfying a (big enough) need. However, privacy-conscious people will always choose the

Privacy is not a 'hygiene' need. People will never choose privacy over satisfying a (big enough) need. However, privacy-conscious people will always choose the private option between two identical services. They might even accept a discount on the usability because of privacy. So yes, their behaviour might not change online but that is because there is no acceptable alternative. That is at least how i experience it.