I disagree. They don't care as much as techie people do, but I think the average person does realize that Facebook/Google/whoever has too much information about them, but there is no usable alternative.
Also because of Network effect, even if there was a usable alternative, there might not be enough people actually using it to make a change worthwhile.
On the Australian ABC news the other day, the anchor was describing how "creepy" she found it that the google doodle on her birthday was a special birthday message to her.
I think the average person is becoming more and more aware of such privacy and data ownership issues with every creepy experience.