They care, but realize that there is no such thing as privacy anymore. The amount of obsession required to maybe maintain some degree of privacy is not something most people are willing to do.
When the average person thinks about "online privacy" they think about keeping things private from other people. They don't think about keeping their data private from the companies hosting/processing their data.
When the average person thinks about "online privacy" they think about keeping things private from other people. They don't think about keeping their data private from the companies hosting/processing their data.