I think you are wrong. You are both talking in the future tense but you seem to be doing thinking what is now will be the same later, and it won't be. Companies are starting to catch on, many forced to evolve or die but many are simply looking for extra margins, and they will exploit any technology they can.
A great example of this is car insurance companies. I had a friend who is a very careful driver and was looking to maximize his cost savings, so agreed to use an app that would track things like hard braking, average speed, etc, and at first he was complaining about how stupid the definitions for hard breaking were, then after months of data the insurance company actually raised his rates with the justification that his driving times were during peak traffic hours (you know, when everyone drives to work and back) and therefor he was a higher risk.
I told him before he started that would be the outcome. Simply because I extrapolated the insurance companies wanted to be able to use data they defined to make extra money. Not working? Redefine the data.
Not to mention the fact they are probably also making a bit Morea on top selling it to a third party (and even in anonymized, I think we all know how easy it is these days to deanonymize data)
People will start caring because it will affect them, but I'd they don't start caring now it will largely be too late or at least a much harder battle.
A great example of this is car insurance companies. I had a friend who is a very careful driver and was looking to maximize his cost savings, so agreed to use an app that would track things like hard braking, average speed, etc, and at first he was complaining about how stupid the definitions for hard breaking were, then after months of data the insurance company actually raised his rates with the justification that his driving times were during peak traffic hours (you know, when everyone drives to work and back) and therefor he was a higher risk.
I told him before he started that would be the outcome. Simply because I extrapolated the insurance companies wanted to be able to use data they defined to make extra money. Not working? Redefine the data.
Not to mention the fact they are probably also making a bit Morea on top selling it to a third party (and even in anonymized, I think we all know how easy it is these days to deanonymize data)
People will start caring because it will affect them, but I'd they don't start caring now it will largely be too late or at least a much harder battle.