The price of privacy depends.
If you are an Average Joe with average salary nobody will ever care about you, your money, your habbits and your naked pictures.
However, if you aspire to become wealthy successful and influential person, then you are an interest for a lot of people, who want to exploit you.
And here is where the privacy issue is coming in.
How much assets do you own? How much impact you can make in the world? How many people will benefit or lose their slice of the pie because of you?
The price of privacy is going to be proportional to the forementioned factors.
If you are Edward Snowden just about to shutter the most powerful agency in the world, then privacy is priceless. Privacy is life-saving.
If you are a homeless guy, then the price of privacy is basically zero.
I think you're exactly right that the average Joe probably doesn't care or value privacy highly in most situations. I think security of information is more broadly salient than privacy of information. Even the average Joe does care a lot when it comes to security of financial and health information. No one wants their social security number out there and many people have health conditions (say they're HIV+) that they definitely do not want their friends knowing about.