Everybody (except, unfortunately for the moment, our government it seems) has realized just how valuable personal data is. That's turning not only antimalware companies into spyware companies but also search engines, TV manufactuers, etc... I don't think it's really going to change much until we as consumers really start to push back.

Sadly, I don't see that happening anytime soon because anytime I mention it to non-techical family and friends the reply I get back is a near unanimous shrug and some mumbling about their not having anything to hide. Of course, inevitably this evolves into them complaining incredulously about their phone listening to them "because so and so talked about such and such product the other day and I NEVER talk about that but when I got home all I saw were ads for that product and how dare they?!" My forehead hurts from frustratedly banging it against the wall.