It needs to stop.
I know it's a lame solution but I use ff and containers and have a "shopping" container for sites that I don't block trackers on. I also have various other containers for other sites I don't mind knowing about each other. But mostly I block them.
I would love to see real data on this! Most of my peers don't want to be marketed to, at least when it comes to internet advertising. Definitely when it comes to traditional advertising (ie billboards are an eyesore, TV ads are offensive or irrelevant or just plain annoying).
I understand that advertisers pay for the sites I use and I would turn off the ad-blocker if I was promised I wasn't being tracked. But we have no control over those decisions so we do what we can.
Learning how to do this is not "hard" per se, but if you haven't had your own computer growing up and been born into an environment that encourages learning, you aren't going to be able to do this.