edit: you can see this clearly in the way they pay lip service to "breaking up big tech" (whether or not that's a good idea, this comment is not a statement of opinion on that subject) because it's politically sexy on both sides, while all these other, arguably more egregious abuses of consumer data are so far off the radar that most people probably aren't aware they're happening.
Everyone is not obsessed with turning data into revenue. Most smaller tech companies (ie. Sub billions in revenue) are not in the game of monetizing data. My feeling is the market exists mostly between very well establish and very large companies (such as ISPs, advertising networks), but that same market doesn’t exist between newer / smaller companies that haven’t reached massive scale.
To anyone in the EU: is GDPR something that your non-technical friend will have heard of and knows what it is? Or is it similar to the US, where 75% of people probably haven’t heard of it or if they have, couldn’t say what the regulation does.
As far as I remember, they still sell some anonymized data (they had some demos on how to plan public transport with location data) and I'd bet they are not doing much with DNS data.
Basically everyone who is in EU needs to keep GDPR in mind. Especially if you are employed, then you need to keep in mind GDPR for the interests of your employer so that they are abiding the law, and won't get fined. It is actually legal people who know GDPR very well; not so much tech people. In a lot of Dutch companies a "functionaris gegevensbescherming" (FG; data protection officer) is mandatory, who basically deal with PII, and have known about GDPR (AVG) ever since it was announced it was going to be active (2 years before it was active). The Dutch professional association for the data protection officer was founded in 2003 [1].
On top of that, it was widely covered in newspapers, daily news, etc. If you are in EU and you have not heard about it you are living under a rock, or you're not a working adult (nothing wrong with either).
Maybe people will know it as the cause of cookie popup screens. But I'm also grossly over-estimating computer literacy among the general population so maybe not.