Privacy also seems to be one of those things people claim to care about, but in fact are actually reluctant to do anything about. Easy, low-tech privacy measures:

- leave your phone at home most of the time.

- don't buy a smart TV or other smart devices

- don't use social media

- etc.

None of these measures are bullet-proof, but they are relatively low-cost and don't require much expertise. These are much, much more likely to be things consumers complain about than things that consumers are actually ready to do something about. I think it's clear that consumers ALSO do not understand privacy, but I'd also suggest that they don't care very much. If they cared, there would be more a market for privacy.