its the "right" thing to do only by a small population of tech workers. Most people do not care, and ad customers would be very upset if this degrades targeting.
1. More and more people care about this, eg journalists, politicians, etc. Apple has been talking about this a lot, although some being propaganda for messages, but their customers are already somewhat aware of private messenging.
2. It may not degrade ad targeting that much. I imagine doomscrolling does it way more: you engaged with this post, you ignored that one, and so on.