Of course. :) I don't mean to patronise, and I hope you're not trolling, but I feel like you're missing the point a little. Using a "cloud" to store potentially sensitive documents or information is not comparable to collating your digital movements, usage history, habits, purchase information, etc.
It's not just about controlling the information, it's about collection in the first place. I want to store photos, and I need to store documents that are sensitive in a place that I can access them easily, and securely. These things are important to me. To me – individually – because they relate to me.
Collecting information about my online activity is not important to me. It is, however, important to advertisers, data brokers, and other players on some arbitrary scale of nefariousness.
