There's history of this kind of thing spurring political action: what comes immediately to mind is the Video Privacy Protection Act, enacted after a reporter got hold of Robert Bork's video rental records. At the time, Bork was in the middle of a contentious (and ultimately failed) confirmation process to be named to the Supreme Court, and Bork's views on the lack of a constitutional right to privacy gave the writer an idea.
The actual movies were nothing interesting, but general distaste for the move, plus a healthy dose of worry from members of Congress about the contents their own records, led to a law that explicitly penalized video stores that handed out that kind of info about their customers.
I think you're right in general that people are pretty blasé about tracking now, though.