I believe privacy is a tragedy of the commons - individually nobody cares, because in each case there is a very small chance that the loss of privacy will have an impact on a life, but as society we give up on the idea of democracy. This is because of two things: First for democracy it is important that everybody can start to hold an office - but with the amount of data that google or facebook has now oit is so easy to smear anyone. Second there are also other ways to manipulate the public with this data.

In addition, if you are a US citizen then you can have hopes that there are or will be laws governing this, but for everyone else it is quite different.