[GordonS]

To a point, I agree, but there are still a large number of people that understand how their privacy is being invaded, and simply don't give a shit.

Why? Some don't believe these invasions negatively impact them personally. But I think, largely, it's about misplaced (IMO) trust - they trust Facebook et al not to abuse their privacy or "do anything evil", and perhaps worse, they trust all organs of the government completely and totally. Any suggestion otherwise is waved away as "who cares?", or dismissed as a conspiracy theory (yes, even post-Snowden).

Large sections of the media are certainly part of the problem too (as we are seeing for so many things) - some serious, privacy-related stories are either not covered at all, or covered with pretty blatant, extreme bias.