As they say in the article, people don't understand it. And then of course we have the "I have nothing to hide" -syndrome, which I think is the main reason for most people not caring about it.
It is not only about privacy. It is also aboyt spending money, dating etc. Search for phrases "attitude-behaviour gap", "Value-action gap" etc. Psychology as the Science of Self-Reports and Finger Movements Whatever Happened to Actual Behavior?
