Other than teaching people what they give up when they use free services (and I use a lot of them), what's the alternative?
I also think most people done care. A friend recently told me, "Why do I care if Facebook knows that I searched Google for a cordless drill?" Think about that question for a second. People don't really understand the technology they're using, how it works on a basic level, what they're giving up, and how that small thing they are giving up is leveraged at scale to, for example, destabilize countries.
Did you see the thing where they determined they could reach a very high percentage of voters in some African country with just $10K in ads (FB ads I believe)?