It is the same thing with Facebook. It isn't necessarily that people don't know the sacrifices they are making to their own privacy by using Facebook. It is that the utility people get out of Facebook is more valuable to them than any abstract idea of privacy. You need to show people the real world repercussions if you want them to change their behavior or beliefs.
Rather, they don't understand that cellphones that all of us provides that, along with GPS tracking etc.
They see the cameras, but they do not understand the implication...
A lot of it is how you explain it in a way that relates to them.
You can get through to none-techies but you have to couch it in a way that resonates.
People are slowly changing as well, ironically Facebook seems to be the one that is making more people slowly question whether putting their entire life out in public is worth it.