Some people care about privacy. Most probably may even care about it to some degree, but not to the degree where they sacrifice their convenience for 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.