Many websites, which millions of people use, collect our data but they are not using our personal information for any bad practices, and are typically using it to improve customer satisfaction. For example, Google, one of the services which has been the most caught up in debates over online privacy, only analyses browsing history so it can display advertisements that are the most relevant to the specific user.
Amazon uses personal data to analyse our shopping habits to recommend products that we may find interesting.
Another platform which has been dragged into this debate is Dropbox, but they only analyse user's files so that they can perform de-duplication, which reduces their storage requirements and thus allows them to offer customers free space.
Therefore, society does not need to be as protective of their online activity as they are in the real world because these online platforms are not using personal information for anything that should cause concern. Online privacy can be completely abandoned because we should not be concerned about the way sites our using our personal information.