> A wanton disregard of the treasure that is digital data. Most people just don't seem to care.

I think the problem is a bit more subtle. People do seem to care but feel powerless. In addition to that, complexity is high. When you tell people what is possible with massive data they label you as a conspiracy theorist because it's much easier to believe that Facebook is listening to you with a microphone than piecing that information together through thousands if individual pieces of data (especially when you're more likely to notice the hits rather than the misses). So now when they do record everything you say it feels like nothing changed.

It's exhaustion, it's impotence, it's desolate. But that's different than apathy. People care, they are just overwhelmed