Do people care enough about their privacy to pay for those services? (Or are most just saying they do but don't actually want to pay)

I understand that the more technical/more privacy-concerned individuals will pay. It is interesting to see people write/say that they want to protect their data/protect their privacy but then if it requires them paying for a service they won't. Just curious to know people's opinions on why they think this is. (Have we been so conditioned by the notion of "free" without really understanding what we are giving up in lieu of money)?

care don pay people privacy services