"So, should we be up in arms? Are we complicit in our own exposure? Is it even worth it to take steps to protect ourselves?"

Yes, everyone should be pissed
Yes, we are complicit, complacent, blinded by convenience
Yes, it is unequivocally worth it to protect yourself

but as others have said, how do you get the masses to want to make a change, if the revelations of facebook and google over the past week haven't inspired a mass revolt to data collection and sales ... I guess it will take something much worse happening to get people moving.

When anyone tells me "I don't have anything to hide" I ask them.
would they want the world knowing that they have cancer? or HIV?
what are they going to do when society (those in power) says that X,Y,Z traits or beliefs are no longer accepted

your info is out there you have a right to your privacy and you have a right to decide who knows what about you and when AND you definitely have a right be profit from your data.

But yes, we all signed EUL/A's that gives away our data at the cost of some shit services that tells everyone when I am single or in a relationship.

I for one am driving to take my data back and limit my footprint. I can control what I do, I can only inform you of what is happening and what you can do, but YOU must be the one that takes action.