I don't think it is. We are the 1% who understand tech enough to make a rational choice of which services to use or avoid, use a VPN, ublock etc to lessen our exposure to personally acceptable levels. We're aware that some tracking goes on fingerprinting. The article seems to be written by the 1% for the 1%. The people who read these sorts of articles and have read enough to know the basics of tracking, retargeting, bubbling, IoT, surveillance, Snowden etc.
For the rest, and I include nearly all "tech natives" like our kid's generation, and plenty who should know better, if an app get's mentioned it's installed and the permissions OK'd, then they run it, now they wonder what it is and if it's any good. If you try and increase awareness they're about as interested as they were in maths lessons (or whatever your most hated thing was). When Snowden was fresh and being discussed it was "but terrorists", "but safety" and "I don't care if NSA read my pizza orders and stupid texts". Completely missing the point then.
Their idea of a complex password is usually laughable going on friends and family tech support. No amount of hinting gets it acceptable, or willing to use a manager.
IoT is cute light bulbs, smart baby monitors and neat gadgets. No realisation that the security of most is shit, that a surprising amount of cams are online, or what it means to put something on the network.
The transformation isn't realised. The implications aren't either. Most people's only awareness of bubble effects is wondering why they've seen no FB posts from their sister in ages (Edgerank decided they weren't worthy). There's no awareness of it in search, or news, or youtube and assume, no matter how skewed their results are, that what they see is the "truth". If there's a bubble effect for extremist and conspiracy theorists too, we should maybe be concerned.
I gave up even trying to educate on this stuff.
"What’s needed is more collective reflection on the costs of capitalism’s new data relations for our very possibilities of ethical life."
Apart from asking isn't it too late already? How can we have a collective reflection when effectively no one is aware of the issues or problems?