According to their market research just about all demographics want more privacy
93% of Americans would switch to a company that prioritizes data privacy if given the option. (Source)
57% of Americans would give up personalization for privacy (Source)
Apple: App Tracking Transparency system
opt-in to being tracked by third parties: only a minority does
People seem resigned to get no privacy
Gabriel Weinberg: People want privacy, but they feel like it’s impossible to get, so our main challenge is to make the idea that you can get simple privacy protection credible.
Only way to compete with Google being not to compete on search results