"oh nobody really cares about what companies do with their data"

this is categorically false.

more and more people are a) learning how companies have been collecting their data and b) what they've been doing with it.

they're rightfully angry.

and the backlash is only just starting. 

the time to bring the popcorn out is when this awareness breaks into the mainstream public consciousness.

bet on technology that is focused on empowering the individual, not technology that is focused on extracting.

Absolutely, privacy-focused technologies are gaining traction. As awareness grows, companies will need to prioritize data ethics to maintain trust. Investing in solutions that empower users will be key to future success.