If 2018 has had a theme, it would be that people simply don't care about their privacy anymore. Online services have increased the amount of data they collect about you and the types of companies that they sell that data to. Some apps don't even provide a value and still collect information. This has been the way that the web has worked for decades, and we have accepted it, but things are changing.
Then there are companies who knowingly violate your privacy, like Facebook. Despite their own terms of service and data sharing disclosures, Facebook has still made your data available without your permission or knowledge. For example, when they gave top tech companies carte blanche to your Messenger account. Or how about the Cambridge Analytica scandal. Rather than users fleeing the service that obviously doesn't care about you as a person, nothing has changed. Perhaps because the company has a policy of silencing their critics.
No matter the scenario, the response always stays the same: we're doing what we can to continue to provide you with the services you want. We're sorry you didn't like what we did, maybe we'll change. The reality is that we cannot expect these companies to change their behaviors, because as users we've told them that we're okay with it. Clearly, the problem is a complex one, that has been made more complex by our dependence on these platforms for everything from personal communication to corporate collaboration.