The problem is the reverse: Too many people do not care at all about privacy, their own or anybody else's (until they inevitably get into deep trouble over it) and the rest of us pay the price for their carelessness and indifference.
If anything's being "fetishized," it's the idea that privacy doesn't matter.
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Without any data protection rights there isn't much resistance for someone to say "yes you can sell all my data" to use a simple app or webpage.
It is the difference between the pain of using Cash, or tapping a payment terminal. People just do not understand how much companies are making using their data.