I think that the average person is just ignorant about the issues regarding privacy, or doesn't have the time and energy to find out/care about it. Big societal issues such as privacy require some digging into to find information on, and they require some (a lot of) thinking to fully understand the problems and the consequences of these issues. A lot of people are already struggling to deal with their daily lives. Big issues like internet privacy and data collection are too big and too distant for them to care about, and the short-term convenience gained from giving in is too good. It's currently quite a hassle for the average layman to learn how to use and implement the tools to protect your privacy (not helped by the big businesses deliberately making things difficult).