I doubt the average consumer knows how much data is even collected about them, let alone what happens to it. Viewed this way, one shouldn't assume that they do

I doubt the average consumer knows how much data is even collected about them, let alone what happens to it. Viewed this way, one shouldn't assume that they don't care. Also, it may well be a 'minority of users' who care about privacy at the moment but this may change over the coming years.