"People don't care" about things like this until there are consequences. Nobody cares about pollution until it impacts their health or destroys their property. Nobody cares about financial crime until it crashes the economy and costs them their job.
I think we're reaching the point where all these data mining honeypots we've built over the past 20 years are being used in ways that are nefarious enough that people are starting to care.
I feel like claims like these are easy to make, yet very difficult to substantiate.
I think it's in the media a lot right now because it potentially helped Donald Trump win an election (despite the Obama '12 campaign being praised for similar tactics).
People having the data I put on Facebook (which is not notably more than is available through public sources) is not going to destroy my property or lose me my job. The rhetoric here has been dialed up to 11 and it's not winning any converts.
I think we're reaching the point where all these data mining honeypots we've built over the past 20 years are being used in ways that are nefarious enough that people are starting to care.