While privacy might not be the feature sold to users, it's gaining traction through adjacent concerns.
The three biggest pieces affecting consumer experience are security, data collection, and convenience.
Security is effectively a proxy for privacy. There is likely a subset of individuals who care about privacy for privacy's sake, but most encounter it through the lens of "is my data safe?"
The tension: solutions that solve merchant problems at the expense of customer convenience and security rarely win long-term.