What I care about are companies that simply have no moral compass. If no one at Google or Facebook think that they're pushing a little too hard to get ever more data about their users, then something is terribly wrong at those companies.

Google is particularly fascinating, their employees protest when their parent company want to be a supplier to the US military, but apparently they have no moral objection to building detailed profiles on users (and non-users) in order to sell them more junk that they don't need and can't afford.

The whole data collection thing is so abstract that the same people who don't want their employer to kill people with drone can't see the immorality of invading people privacy. If that's the case, then how can we expect the layman to understand or care?