The challenge as I see it is to understand that consent is something that we inadvertently give each time we tap into an application. I would argue then it is a constant state of becoming more informed. In an ever changing world, with goals forever moving, it is a case where we can never quite be fully informed.
One of the issues with this is the danger to be black and white with such conversations. I recently read a piece the discussed the problem with science research being one of narrative, rather than just explaining the facts. I think that the same applies for discussions around surveillance capitalism.
Although people like Douglas Rushkoff have raised concern about narrative and storytelling, I feel that until we have different people talking about the topic it is not going to go anywhere.