Google Glass was an interesting case because it showed us people do care about privacy, but only when they feel it's violated.
They will give endless data on themselves and others including photos, video and location but they will outrage the moment they feel privacy is actually at risk - because someone has a camera on their face instead of their hands.
Facebook is actually very clever to obtain all this data without triggering this sensation for the average person.
People know.. but they do not *feel*.
And it is not until something which requires them to do instead of just "say" happens, they are happy to just signal to others that privacy is important. Even then, a subgroup won't act and just continue to signal.
"I appreciate SDF but it's a general-purpose server and the name doesn't make it obvious that it's about art." - Eugen Rochko