Well, maybe you are:

• Planning a surprise party
• Leaving a job
• Trying to escape an abusive relationship
• Famous
• Writing a detective novel
• A writer without a publisher
• Searching about an embarrassing medical condition
• Having a crush in someone
• In the closet
• A teenager with controlling parents
• Having a hobby that’s considered embarrassing or childish
• Having a psycho stalker
• Buying a present from Santa
• A reporter who doesn’t want to reveal their sources
• Buying a toilet and you don’t want toilet recommendations for the rest of your life
• Lending your computer to someone, and you don’t want your recommended videos to change
• Under an NDA

… Or maybe you’re talking with someone who’s in one of those categories.

We have to normalise privacy in order to keep these people safe. For instance, it’s a stupid example but it works, if I always use private browser windows, my husband won’t suspect anything when I’m looking for a gift for him.

That’s only the tip of the iceberg and it’s not even touching some bigger problems:

• You can be profiled based on your likes, social media posts, purchase history, etc, and maybe used for election results manipulation, or who knows what else. That’s not a conspiracy theory, it has happened, see for instance Cambridge Analytica.
• Maybe the political situation will change in the future. Oops, now your data is suddenly in the hands of a malicious dictator.
• If you keep a backdoor open to let the “good and trusted” actors in, there’s no way to not let malicious actors in as well.