User's generally won't care about privacy, but they will care about money. What this essentially boils down to is Facebook is charging users by taking their data, which is worth some amount of money.
* Consent is gained granularly, prominently, and separately from other terms and conditions * Consent is opt-in and individuals can refuse to consent without detriment
That money is not coming out of their pocket or paycheck. If Facebook ceases to exist tomorrow, the user does not have more money in their pocket. So long as that's the case, the users overwhelmingly will not care. They've been demonstrating that for the past 14 years. Essentially nobody thinks Google is just magically free either, users understand advertising. People have been listening to 'free' radio and 'free' TV for generations.