Always on. Connected to the cloud. In a recent talk Bruce Schneier called our times the golden age of surveillance.
Privacy. They want those messages to be private.
By which time it'll be way too late.
When all of your data is in all databases (rather than most of your data in some, as is now) and a Google search could result in some marketer cold-calling your landline about what you just searched, well... that'll be when people realize the outcome of the game they lost years ago.