Ask people for unfettered access to their unlocked phone, even with them sitting there and watching you to prevent you from doing anything but poke around, and you will find a whole lot of people suddenly care more about privacy.

What is probably closer to the truth is that people care little about privacy from someone they think they will never come face to face with, and who they believe won't leak that information to anyone they will come face to face with.

The problem comes when people don't have the knowledge necessary to assess the risk of that happening in any given scenario.