This is a serious issue to consider, but one way we're not going to solve it is by trying to restrict data collection, or simply trying to hide our own digital footprints. The latest facebook ToS episode tells us as much. To continue Schneier's automobile analogy, we're not solving pollution by un-inventing cars, but by coming up with even better clean technology. Similarly, reducing data collection doesn't seem to be a viable option; instead, we're going to have to come up with better technologies for access control & data anonymization.
This is exactly why easy-to-use programs that can ecrypt or anonymize your data are good. People are willing to use something like Skype because it's easy to set up and run. Want to call someone? Type in a phone number and hit 'call'. The average user doesn't know or care that their conversation is being encrypted, but they benefit nonetheless.
I'm really glad to see programs like Adium, used by the majority of my OSX friends, can encrypt conversations by default, and interfaces perfectly with options like OTR ( http://www.cypherpunks.ca/otr/ ). I've managed to convince exactly one friend to use OTR - it's not an effective way to fix things because most people don't care. Getting programs to have useful defaults that protect you while still being easy to use is the key.
Now all we need is an open-source version of Skype ( http://www.qutecom.org/ ? ) that joe-anybody can use on their phone :P
