I think the issue is that people outside of our space often fail to fully understand how information can be collected on them and how much analysis is possible.

For example, people don't necessarily really understand basic stuff like client/server architecture and believe that their facebook profile just "is" without thinking that every time they do something on facebook a row is being added to a relational database on a computer that is somebody elses private property.

And that row will probably never be deleted regardless of how they toggle their privacy settings.