If we don't like this, we should start to talk more proactively to people about the dangers our technology brings.
The reality was, that it was slowly revealed over time that the tracking is being done, and most people realized it only after mobile phones became a norm and very hard to get rid of.
I'd say that it's the responsibility of those familiar with technology to reveal what possibilities it opens up.
And of course it's the responsibility of the Press to give these points the visibility they deserve.
And one problem of the past was probably the disconnect between tech people and Press people (tech was not understood by the people behind the presses). Today, we have tech bloggers and social media. Let's hope this will make up for something.