"Nothing to Hide"?

I've been bothered for quite a while with people telling me they "have nothing to hide anyhow" when the topic of Internet privacy comes up.

I guess that mostly comes from the impression that the whole story is our government watching (over) us and the worst thing that can happen is incrimination. While that might threaten some things, most people do nothing that is really interesting enough for a government to go into attack mode over it (or so they believe, and very firmly so). And I even agree that most governments (including the US and EU countries) actually actively seek out what they call "terrorist activities" (even though they often stretch that term in crazy ways) and/or child abuse and similar topics that the vast majority of citizens agree are a bad thing and are not part of - and the vast majority of politicians and government workers believe they act in the best interest of their citizens when "obviously fighting that" via their different programs of privacy-undermining surveillance. That said, most people seem to be OK with their government collecting data about them as long as it's not used to incriminate them (and when that happens, it's too late to protest the practice anyhow).

A lot has been said about that since the "Snowden leaks", but I think the more obvious short-term and direct threat is in corporate surveillance, which has been swept under the rug in most discussions recently - to the joy of Facebook, Google and other major players in that area. I have also seen that when depicting some obvious scenarios resulting of that, people start to think about it much more promptly and realize the effect on their daily lives (even if those are minor issues compared to government starting a manhunt against you with terror allegations or similar).

So what I start asking is:

• Are you OK with banks determining your credit conditions based on all his comments on Facebook and his Google searches? ("Your friends say you owe them money, and that you live beyond your means, this is gonna be difficult...")
• Are you OK with insurances changing your rates based on all that data? ("Oh, so you 'like' all those videos about dangerous sports and that deafening music, and you have some quite aggressive or even violent friends - so you see why we need to go a bit higher there, right?")
• Are you OK with prices for flights or products in online stores (Amazon etc.) being different depending on what other things you have done on the web? ("So, you already planned that vacation at that location, good, so we can give you a higher air rate as you' can't back out now anyhow.")
• And, of course, envision ads in public or half-public locations being customized for whoever is in the area. ("You recently searched for engagement rings, so we'll show ads for them wherever you go." or "Hey, this is the third time today we sat down and a screen nearby shows Viagra ads." or "My dear daughter, why do we see ads for diapers everywhere we go?")

There are probably more examples, those are the ones that came to my mind so far. Even if those are smaller things, people can relate to them as they affect things in their own life and not scenarios that feel very theoretical to them.

And, of course, they are true to a degree even now. Banks are already buying data from Facebook, probably including "private" messages, for determining credit scores, insurances base rates on anything they can find out about you, flight rates as well as prices for some Amazon and other web shop products vary based on what you searched before - and ads both on your screen and even on postal mail get tailored to a profile built on all kinds of your online behavior. My questions above just take all of those another step forward - but a pretty realistic one in my opinion.

I hope thinking about questions like that makes people realize they might actually want to evade some of that and in the end they actually have something to hide.

And then, of course, that a non-profit like Mozilla, which doesn't seek to maximize money, can believably be on their side and help them regain some privacy where they - now - want to.