It's very complicated. There's been this broader mechanism, an industry, which wants people to use free services, from the old days of advertising-supported papers and magazines, to ad-supported free television.

It's the same thing in a way with privacy. You can say "I'm not doing anything wrong, therefore this doesn't concern me," but what does it mean about our society if we're all being watched and recorded? The personal experience - negotiating this as individuals - doesn't describe the social reality and the broader social costs.

One thing I point out is, a lot of people tooting the horn of amateurism, actually, these people were professionals. Some are professors who are employed full time. Others are marketers or business consultants.

I mean look at all these acquisitions and mergers - WhatsApp and Oculus and et cetera. There's no way that you can envision these tech companies as the underdog anymore. They're always presented as though they were these little guys who you should be championing - Facebook will overthrow the cable television complex, blah blah - but it's more likely they will merge with them.

And of course the things that get the most attention online tend to be similar to those that succeeded under the old model.

Whether it's a professional, academic keeping people out by using certain mystifying language, or technologists presenting their work as incredibly complicated, no one can understand it (especially not "moms," who are always invoked as the ultimate know-nothings, which is incredibly insulting to a whole lot of people).

My point, though, is that if lines have indeed shifted, it's not so much that the younger generation just doesn't care, it's that we have ceded more and more of our public life over to the private sector. If you grow up with advertising at school, you have come of age in a sold-out world.