...and frankly, most of the time, I don't care either. I really don't care if anyone knows that I googled the lyrics to Bohemian Rhapsody yesterday at 3:32 PM (I was dealing with a chronic earworm...).
Times might grow more paranoid, but so far, most of the data being collected on me is of little use, and that which is useful (where I work, what I'm interested in, even who my friends are) isn't really that much of a secret.
So far, the gain I get from being able to pop open a browser window and answer nearly any question I have is far greater than the risk I feel I'm taking by communicating that activity to hundreds of thousands of prospective marketeers. I'm not particularly swayed by sales pitches and I don't read the spam.