At some point in the last few decades the whole concept of privacy has shifted from "your data known only to you" to "we will protect your data from small-time

At some point in the last few decades the whole concept of privacy has shifted from "your data known only to you" to "we will protect your data from small-time unsavoury actors, but in exchange, WE ourselves will collect and mine everything about you. The WE here is perpetually growing, where once it was the government and spy agencies, now it has become platform providers, service providers and pretty much everyone who can get a vendor lockin or near-monopoly established.