No, we don't. The fact that the "common people" don't value privacy enough led to this whole situation. Those that do value privacy, can pay for it with their money (or their time to learn).
People do more to protect their privacy when they know it's being violated, understand the impact, and believe they can do something about it.
Again, the media has done its best to scandalize the very real privacy concerns with companies like Google and Facebook. Did it hurt their success with the unwashed masses?
If privacy was really such a big deal, why would Uber write that blog post in the first place? Sure, enough people complained online to get it pulled, but that's not representative.
To wake people up, we'd need a real "story" here, like somebody getting fired over googling something relatively innocent.
Finally, if advertisers really try to disguise targeting, they're doing a terrible job at it. Just try turning adblock off for a moment to see for yourself. Yes, even the common folk thinks targeting is creepy, but at the end of the day they don't care that much.
I don't know many people who have stopped using Facebook. I do know a lot of people who don't post things they would've 5 years ago.
Uber miscalculated, simple as that.
For targeting, I'm talking more about direct advertising. I think most people know by now that the sites they visit don't directly control the ads they see. Seeing the same ads everywhere is annoying but doesn't prove anything. A company you've never given your email address sending you offers for only items you looked at is creepy.