To the average home computer user, and by that I mean people who don't go actively seeking out tech and IT forums and articles online, I doubt many of those average users understand what's truly involved with privacy online and what is done with the data and metadata the companies gather, profile and build about all their users.

There was an incident many years ago, I think it was something to do with a trial an ISP was doing, where the EU complained that they didn't consult the customers involved and explain what was happening or ask permission. The response, or excuse, was basically it's too complicated for them to understand so they didn't bother. I think it was to do with adverts.