Citation needed? If we’re just swapping anecdotes, my experience has been that the vast majority of people I talk to are fine with being tracked on the internet, and think it’s a reasonable exchange for what they get out of it.
Is there survey data, for instance, that shows people actually feel strongly about this?
Edited to add: I think the most relevant survey data is people voting with their feet. And despite the 24-hour news cycle of Facebook privacy SNAFUs (both intentional and not), their user numbers aren't really falling off.
It's hard to take people seriously when they say "what Facebook does is profoundly evil, but it's outweighed by the value of cat videos/Crossfit videos/Tasty recipes/reading the political rants of acquaintances I haven't spoken to in a decade." :/