Simple messages and simple steps to me means we need not fight the major Sovereignty issue as step 1, but make something simple for consumers today which gives them a better experience then they otherwise have – then they will come.
If I am building a consumer/customer-facing business I think you are on the money with this.
If I am concerned that building incremental tolerance in a populace means the long term degradation of sensitivity to the underlying cause of Institutional capture, and the lack of people-based mechanisms to generate change for themselves, then I say "frogs in a boiling pot".
The business of delivering "privacy" respecting tools and the structural impetus for building Human-centric systems as we head into this automated age of administrative intelligence might not have anything to do with one another.
Declaring yourself in anyway meaningful, starts with self-possession and extends through a social respect of self-possession. The degradation of both prevents many important outcomes... and as we all likely experience and witness for ourselves, people are all too willing to make poor choices when convenience and easy-living are at stake, or under threat of __________ (enter any fear).
The notion of Sovereignty that gets bantered about in these conversations is a line in the sand. You either care about it or you dont. In either case, its not a marketing slogan/campaign... its the line where fact meets bullshit. As a Nation, as regional contingencies, as parents, as Individuals... structure yields results... and when companies sell you a service you should be able to evaluate it in actual terms... not marketing hyperbole. When the State of the Union is on TV, you should know what kind of country you are part of and where the authority originates and resolves for all these "decisions" we make in Union.
The conflict for all of us, presumably here because we care about the integrity of people-centered interactions, whether in business transactions, health care, government, education, etc... is to weigh our short-term business development decisions against our long term Society development influences. Customers who consciously empower these paths should no longer allow themselves to structurally function as "customers"... they are market-defining and influencing entities... self-possession matters and contains leverage... but only after a structural shift in personal Terms.
No one can tell you what is right or wrong until the outcomes of your actions are in motion. Then we can all evaluate for ourselves, and negotiate the social implications of living beside Facebook engineers and NSA W2's that are functionally impressive, if not intrinsically problematic - all for a paycheck.
Devon