Same problem with privacy: contrary to clichés, most people do in fact care, and care deeply; but they care late — only once the costs become clear. When they lose a job, when the cousin gets arrested, when the neighbor disappears.
Discussion
'Only once the cost becomes clear'
Or when they perceive their government is tyrannical about an issue THEY care about. By then it's too late.
A lot of things only when lost will know its importance. People have naively thought that the government would protect all this.
Or you experience it first hand.