It's a daunting battle to fight, and it's disheartening to see that even when we try to discuss these issues, many people are quick to dismiss our concerns.
You said it all.
Whether we like Richard Stallman or not, we cannot deny that it started (in part) with the "I don't care" and the denigration of free software.
Education systems around the world have failed to promote free software as an IT basis and vigilance against proprietary software lobbies.
My opinion is that after being conditioned by their environment most people have already given up on their privacy, so mass surveillance does not bother them that much...