The problem as I see it, is that these companies are using the ambivalence/ignorance of the masses to build a 'new normal' in privacy. They are leveraging social behaviors to move the boundary between the public and private sphere.

Consider the extent to which Facebook and Google know about the average user's personal life. If these were governmental organizations that wanted to scan your emails, or allow others to tag you in public pictures, we would be much more reticent. The knowledge that these companies want is similar to the kind of knowledge sought by a totalitarian state. The ends are different for now, but others are actively surrendering your right to privacy. You should be mad at those that allow them to do it. Because in time, it is going to come back to you.

I see this somewhat akin to businesses that harm society like predatory lenders. You can blame the individual fool that falls prey to the bad loan. But when the masses are falling prey to it, the ramifications extend beyond those directly involved.