People are always unconcerned until their data leaks, then it turns out that the stuff they considered uninteresting was actually something they'd rather have kept private.
At that point I think my challenge is to not have anything you’d rather be private on a platform you don’t actually have control over, or why have it on a phone in the first place.
One of the most private things your phone knows about you is where you are at any given time. It's completely possible to design phones and cellular networks in such a way that they don't reveal that information to third parties, but we haven't, and that's bad.