I have the same initial reaction. However, even though we 1% of tech geeks that are paying attention and are aware of these things, how many of us have had people slightly tilt their head sideways in confusion when we try to inform them of this stuff. I'm sure we've all been labeled kooks, conspiracy nut, tin foil hat wearers, etc in the past.

This is one of those situations where the mass populace just didn't want to understand, couldn't understand or combination of both, but the mass populace is finally starting to see just how much of this tracking stuff has been going on. I still think it's not enough, though.