I'm not sure why people care so much. Sure, there are a few here and there who've had it unjustly used against them, but this actually affects next to no one and the amount it's allowed their algorithms to blossom is unbelievable, in a way that benefits all of us greatly.
That says nothing for where privacy might go in the future, but as it is, after having thoroughly researched and understood and agreed with things like Snowden's pleas, I still think people blow it pretty far out of proportion, which is evident seeing how rarely people are able to explain why it's bad beyond simply not liking the idea of some of their information being sent out, regardless of what that entails, who's seeing it or how it's being used.