the tone changed

It does, especially when you make it a personal connection to their daily lives, which I always try to do. The vast majority of people don't really think in terms we as privacy advocates do. There are many factors. As I mentioned, shit's very complex. People are very busy now days just to make ends meet. Usually both parents work, come home, spend a little time with the family and collapse in bed only to do the same tomorrow, until the weekend when they catch up on household chores, spend time with their children, try to rest up for the next 5 or 6 work days. They don't have the time to read the Unix manual, much less understand it. So I try to break things down in digestible bits so as not to overwhelm.