People don't care about privacy in the abstract, and won't, until they are really harmed by the loss of it.

It's not only ordinary people who don't care about privacy. Even businesses who have a great deal to lose from loss of privacy, still use Slack and Gmail. (Indeed, I bet even Google competitors use Gmail).

The real angle is theft, not privacy. Companies are always stealing all of our data, which is why it's so cheap. If we took steps to protect it, serious steps that actually denied companies the knowledge that drives their growth, then we'd have gained something valuable. The unfortunate truth is that people won't protect what they've come to believe is worthless, and so it will remain worthless. A chicken-and-egg problem, to be sure.