I would think Upton Sinclair's statement would more likely apply: "It is difficult to get a man to understand something, when his salary depends upon his not understanding it!"

And entrenched power interests rarely choose to give up their power willingly.

That said, I agree along the lines that the tech savvy can assist by making all/nearly all Internet communications encrypted sufficiently that those who wish to spy are once again searching for a needle in a haystack without the benefit of a large electromagnet.

Then it remains to educate non-savvy about the true costs of participation in "free" services. Maybe allowing the "creepiness" factor to be more prominently in evidence, as the images from the "naked body scanner" did for back-scatter scans.