Most people think they are in control and don't realize how much personal information they're giving away. They know facebook has their posts but they don't realize facebook knows every site they visit that has a like button. The fact that this is even possible is because your browser developer doesn't care about your privacy.

Then there is the issue that they don't realize what companies can do with their data. They thinks it's all relatively innocent and don't realize it can be used for things like price discrimination.

So users might be partly responsible, but big tech is still doing a lot of un-consented to tracking.