Humans are intensely social creatures, and are not adapted to feel the same way about things done invisibly versus visibly. That's how you end up in weird situations where people know the pervasive spying we're subjected to is wrong, but can't muster the will to act on it most of the time. It's cases like these where "voting with your wallet" produces terrible results. On one end you have organized groups of people figuring out chinks in human instincts, and on the other you have an unorganized mass of people doing what feels right or is expedient. You need coordination on both ends for competition and optimization to play out and find an acceptable compromise.