You should see the horror on the faces of co-workers when I explain how data aggregation works personally against them.

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.

I've found this to be the case as well. There's an enormous amount of surveillance technology that over the last ~3 years has sprung up on buildings, streetlights, traffic lights, and highway poles. I try to talk to people about these things, but they've often never seen them. When pressed, they say "it's probably for traffic". When pointed out, they shrug. They might say, chuckling, "they're watching you" as if it's silly and meaningless to consider. Finally, there's "so what are you gonna do about it?"