Yeah the cultural shift in that regard boggles my mind.
Most people don't understand the significance of what they're forking over. I wish someone would do a documentary where some creep follows you around all day writing down where you go, who you look at, what you buy, what you say, read, etc. and connect the dots for people about how today's major web properties are doing exactly that.
It's like how nobody really cares if some guy they can't see in a back room at the airport can see through your clothes but if they were instructed to strip naked it would never fly.
Once upon a time it was bad manners to even take a picture of someone without asking. I hate it when people indiscriminately point their damn cameraphones at me.
/end old fogey rant here.