It all started with "trusted computing", where "trusted" means "not under the owner's control". Then they tried to spin it as a "security" thing with TPMs, and created the impression that those speaking out against them were either malicious actors or insane conspiracy theorists.
Now it is actually happening. They want to control exactly what hardware and software you use, and they're doing it by ostracisation, which makes this even more sinister: you're still technically allowed to use software and hardware of your choosing, but you'll be blocked from participating.
I still remember when Intel was forced to revert adding a unique serial number to its processors because of widespread outrage, so it is possible for the public to make a difference; they just need to be educated about the coming dystopia and agitated enough to care and act upon it.
Perhaps we can start by spreading instructions on how to disable TPMs and "secure" boot along with all the advantages that come with doing so (custom drivers, running whatever OS you want, hardware you actually own, etc.) Of course the corporate-owned "security" lobby is going to start screaming that it's "insecure", but we need to make it clear that this is not the "security" we want because it is inherently hostile to freedom.
"Those who give up freedom for security deserve neither."
Second is more focus on nag screens, "nudges" and other deliberately degraded UX. I.e. with the Surface tablets, you're technically able to disable secure boot, however you'll then be greeted with an ugly bright red boot screen every time you turn the device on. This stuff can have significant psychological impact, especially for "casual" users.