When you think privacy of in in the terms of 'social cooling', or consider things like China's 'social credit' system, I can't help be think we are much closer to the world depicted in the last season of Westworld than we might want to admit.
My local Facebook group seethes with an angry discussion just below threats of actual violence - and the actual violence was on display only a short time ago when Back The Blue physically assaulted a black lives matter demonstration (in a smallish city where "BLM" is just earnest liberals as you'd expect). And the miscreants were readily identifiable by Facebook (which hurt their business if nothing else but still basically weren't all that bothered by the situation).
Another thing about the heated local-group arguments is that few people have a good idea how unprivate their situation really is. The paranoia of Bill Gates "microchipping" people is a cartoonish example but there's a vast group people very concerned with privacy but having close to no understanding of what it actually involves (or how much they don't have).
If anything, the noxious effect of massive collection is most evidenced by micro-marketing of a variety of crazed ideas to those most susceptible to them - and employers and landlords being able to harass their own employees for particular things they object to (but lets a lot of things through, and business owners have less to worry about).
1) social cooling is a long-term, slow-burn, bring-pot-to-boil-so-slowly-the-frogs-don't-notice problem. Pointing out some social heat to discredit it is analogous to people discrediting global warming because they've experienced an unseasonable cold snap in their town.
2) By your own description, there are knowledge gaps inside the "social fire" crowd - they don't understand (potential, future) consequences like housing discrimination, work prospects, etc. I don't think it will take more than one generation for these realities to become common knowledge.
3) Finally, people who consider themselves hopelessly marginalized will be susceptible to 'social fire'. People who don't have anything to lose are prone to this (eg, what factors go into someone's decision to get on board with looting?). More solidly situated members of the public, with reputations (salaries, ongoing business concerns, etc) at stake, are likely to be more careful.