I disagree with you there, what people need to understand - the masses in general - is that this is a completely new and deeply flawed way for human beings to trade value between each other. One where the things one party is giving up are poorly defined, and they don't get anything in return or have any room to negotiate. Hell, it isn't even really a transaction, they just invite you in and then rummage through your pockets.

We have a long-established set of rules for forming deals, called contract law, that we've developed over thousands of years. Mass commercial data collection flouts the core principles of this.