They're more and more part of everyone's life and not everyone is of the mindset that it doesn't matter if corporations and governments get to look at every little detail of their online interaction. Car tax, criminal law, the weekly shop at tesco.com ... all going to the profilers.
I know this is happening. I know how to stop some of it. But everyone else?
Privacy is the things anyone can work out by looking at me, secrecy is the stuff I actively hide.
The cost of breaching privacy on mass scale has dropped simply because now everyone publishes everything about themselves.
Breaching secrecy is still a manual intensive effort as it eve has been.
That's your disconnect with reality.