I guess I should restate my comments to be clearer: I don't think people are willing to sacrifice anything when it comes to privacy, specifically I do not think consumers will pay money to avoid tracking.

The study you linked to asked people "whether they would take discounts in exchange for allowing their supermarket to collect information about their grocery purchases" and found 43% of people said yes, but I believe that the conclusion you would draw if you asked people "would they pay more to stop their supermarket from collecting information about their grocery purchases", you would get different data.

In the same way that people dislike price discrimination more when it is framed as raising prices on some people rather than giving some people discounts.

And I'm sure this behavior will change further when you actually ask people for money and not just whether they would hypothetically pay money.