Privacy used to be priceless. It still is for my generation. I work my ass off to maintain my privacy, which is harder and harder in this increasingly dystopian world, and I lose out on more and more services and conveniences everybody else enjoys as a result. But privacy is non-negociable for many people my age.
For younger folks, sadly they were born in the dystopia - or an early version of it - and they never lost the privacy they never had. For a lot of younger folks, not enjoying true privacy is their normal. Many of them are waking up to the obscenety of what Big Data does to all of us, but of course it's harder to wake up than to resist someone trying to put you to sleep.
And finally, the assault on privacy is so relentless and comes from actors with so much more clout and resources that many simply give up, because it's just too much. I'm one of those who refuse to drive and take the bus because cars nowadays put their owners under surveillance. But most people are not willing to accept that level of loss of quality of life and it's fully understandable.