Whereas I'm completely pessimistic about the possibility of state-surveillance being repelled by policy or technology.
But agreed right now, infosec/privacy is a class war. Only those with sufficient knowledge and resources can live a truly private life.
And entrenched power interests rarely choose to give up their power willingly.
That said, I agree along the lines that the tech savvy can assist by making all/nearly all Internet communications encrypted sufficiently that those who wish to spy are once again searching for a needle in a haystack without the benefit of a large electromagnet.
Then it remains to educate non-savvy about the true costs of participation in "free" services. Maybe allowing the "creepiness" factor to be more prominently in evidence, as the images from the "naked body scanner" did for back-scatter scans.
One way might be to let the user push a button to get $20 for giving up some purchase patterns. Ugh ;)