People tend to infer two-way bargains that have some degree of fairness; they are upset when those expectations are violated.
The general bargain is "You provide some services, I agree to let you see the data that I put in and either show me some advertising or charge me a small fee." This holds true for Facebook, Google, Apple... The problem is that many people assume that their data will be kept reasonably (not perfectly) private. Advertisers get to specify the attributes of people who will see their ads (age, large geographical area, expressed interests) and not, say, phone number, name, birthday and address.
But that bargain has not actually been struck.
And if you do read the pages and pages of legalese, and manage to comprehend it all, it can still all be changed out from under you.
People who realize this generally aren't happy about it.
The general bargain is "You provide some services, I agree to let you see the data that I put in and either show me some advertising or charge me a small fee." This holds true for Facebook, Google, Apple... The problem is that many people assume that their data will be kept reasonably (not perfectly) private. Advertisers get to specify the attributes of people who will see their ads (age, large geographical area, expressed interests) and not, say, phone number, name, birthday and address.
But that bargain has not actually been struck.
And if you do read the pages and pages of legalese, and manage to comprehend it all, it can still all be changed out from under you.
People who realize this generally aren't happy about it.