If 1 in 2 people don't even realize their supermarket data is shared with others, how can we expect them to easily understand that the NSA is actually collecting their "dick pics" as well as everything else, including GPS locations, 3G tower locations, and so on? I strongly believe if most people actually understood what was going on, they'd be much more upset about it.
There's a reason why "tech people" are much more upset about it. It's not because they're "nerds" or anti-social or what have you. It's because they actually understand what's happening and what can be done with all of that data. And they also pay attention to hacks like the recent OPM one, where the government proves itself to be completely incompetent in keeping our data safe, enforcing the idea that neither the government nor companies should keep too much data about us and for very long.
If we could get "normal" people to have as much understanding about these privacy issues as tech people do, that could lead to some real privacy reforms.