This is the real issue, I think. Facebook taking your data has no concrete consequences for most people, so it's easy to see why they might think of the typical "don't use Facebook, it's bad" as fearmongering.

I think the burn will come later, and we won't realize the stove is being turned up until we're the frog in boiling water.

Facebook is a bad company doing bad things (full of, undoubtedly, good people trying to do good things) and I'd prefer not to give them any information about me, as they've proved they will share it with whomever, whenever, and only change behavior after they've been caught. 10 or 15 years from now, when my daughter grows up a bit, I want her to be able to decide what pictures of her are online, how much Facebook (or the new social monolith company) knows about her, and who to share her data with.

I don't know what these companies are going to do with our data in the future, but they have terrible track records, and I know they are not to be trusted. I grew up with a gmail account that holds thousands of hours of gchat logs. I grew up posting stupid stuff on Facebook that probably still exists on their servers. I would gladly give up the meaningless interactions that took place in Facebook for just an ounce of invisibility back.

We don't know what the burn will be, but I can tell you it's coming. I'd just rather not have my hand on the stove when it finally gets turned on.