They are unknowns until they encounter them directly. As Apple and Microsoft receive their revenue growth from advertising and subscription services, they will all get worse and encountered more frequently by more users.

I got a few 'what the fuck' messages from distant contacts when they discovered that Facebook modified or deleted messages, which they believed to be private. This drove significant growth in Signal (which probably was under or not reported.) I'm not sure if people don't actually care about privacy/security, or rather they don't really comprehend how this stuff works.