Couple of other related items just from today indicate this _may_ be taking on steam but we've seen this kind of blip before just to see it fade.
1. Helping Prove Mr. Weinberg's going (CEO of DuckDuckGo) is an article on how heath web sites share your search queries with 3rd parties found at http://motherboard.vice.com/read/looking-up-symptoms-online-... Nice to know that WebMD et al are sharing your _assumed_ private searched for whatever itch you might have with others.
2. Symantec published results of their European survey on the topic of Data Privacy found at http://www.symantec.com/content/en/us/about/presskits/b-stat... Not sure I believe a survey where the respondents claim to read the terms of service 25% of the time.... My guess would have been .25% of the time.