I'm not denying that it is important, but most people will nottake the steps to protect it, and even actively take steps to give it up if it gives them a small benefit. AT&T is offering high speed internet if they can spy on your data, how many people do you think will do anything extra to hide their privacy? It sounds like this is intended to be a mainstream and behind-the-scenes implementation, in which case, it simply becomes your address.
More like they feel there is nothing they can do and are simply giving up. As for AT&T, well the threat is still intangible in that case.
There's a different option you can do that costs more, from what I remember about it.
http://gigaom.com/2013/12/11/atts-gigabit-service-is-70-if-you-let-it-spy-on-your-searches/And the Bitcoin "threat" is equally as intangible. Users think that following typical procedures, Bitcoin is anonymous! Why go the extra step? There are a lot of misconceptions and misuses today, and we probably have the most educated userbase we will have looking forward, right now.