This new Orwellian phrase is being used without irony by tech writers. Privacy, by itself, isn’t coherent to those who want to embrace “ambient privacy.” Matthew Green recommends we all read this. Its author compares the privacy problem to those facing environmentalists decades ago. One upshot of the analogy is a confirmation that individual action to promote and to protect privacy is futile.
None of these harms could have been fixed by telling people to vote with their wallet, or carefully review the environmental policies of every company they gave their business to, or to stop using the technologies in question. It took coordinated, and sometimes highly technical, regulation across jurisdictional boundaries to fix them.