I think that people just don't know about it. When directly confronted with it they react pretty strongly. Companies have done a very good job of hiding what they're doing from the public. They know people aren't going to read their 15,000 word EULA written in deceptively phrased legalese, and they wouldn't understand it if they read it anyway. Most Americans can't even read at a 6th grade level. People just have no idea what's being collected or what's being done with their data.

If really you want to see how people feel about being surveilled there's plenty of videos online showing people freaking out at someone just taking photos/video in public. A ton of people are absolutely convinced that the law protects them from being recorded in public. They're not going to imagine that a "respectable" corporation would be allowed to do it to them in their own homes.