Just weeks after Apple made active a new feature that allows users to opt out of ad tracking, only 4% are choosing to allow Facebook, Google and others to invade their privacy.

So, it turns out people really care about being watched in a world that has cameras everywhere.

Steve Jobs said “Privacy means people know what they’re signing up for, in plain language, and repeatedly.”

Seth Godin calls it “Permission Marketing”.

To individuals it is the courtesy of asking first and assuming nothing.

If there is a lesson watching big tech companies scramble to force users to let them be tracked, it might be that “asking first” for anything is what people really want.