My partner won't look at ads on the internet for shoes they like because the ads will follow them a month at least. That's learned behaviour, they aren't particularly tech literate.

When people learn how technology works, they work it to their advantage. People are learning their communications and movements are logged permanently. People will learn how to use technology is a way so that this will not happen.

Before this thinking was the realm of tin foil hatters - people are paying attention to it now, and are looking around - telegram/textsecure vs whatsapp. I suspect from your defenseless reaction you didn't see the snowden revelations coming.

Two years ago nobody would have given three moments notice to facebook acquiring whatsapp. People around me are reacting like so: "I need to stop using whatsapp immediately".

This guide is a good place to get started - social technology that doesn't have to leave you completely isolated. (If enough of your friends care about yours and their privacy). http://freedombone.uk.to/