Most people don't care until
I've had friends post some kind of creepy experience they've had where they were searching for a mattress store (for instance) on Google Maps on their phone, and then they start seeing ads for mattresses on their PC at work. How's that possible, they ask?
That's when you can explain to them how it works, and have them actually care. Until they see it in action and get truly creeped out, it is all just "blah blah blah tech stuff I don't understand Google bad Facebook bad blah blah blah" to them.