This is why I think most people don't care about privacy issues. They may run into all kinds of situations where they are screwed over because of the data companies have collected from them. Their health insurance rates might go up, they might not get a call back from a potential employer, they might even have their identity stolen but they won't know any of that was caused by the data a company took from them that was eventually sold or leaked to others.

If they don't know when their data is used against them, or how, or by who it doesn't change the fact that they are worse off for it, but they don't have the ability to connect the dots and see the problem.