Also, resist the temptation to think that your users *should* care about #privacy and #freedom.
A chef thinks that people should care about how food is made and where it comes from.
A vegan thinks you should care about animal welfare.
A doctor thinks you should care about eating healthier and exercising more.
A (naive) programmer thinks that you should educate yourself more about technology.
An environmental activist thinks you should focus on reducing consumption.
A politician thinks you should get more involved in democracy.
Our attention radius is limited.
You can try to bonk people over the head convincing them to care about something they don't.
Or you can tap into a problem they *do* care about and bundle the payload of your real mission alongside a solution so good they can't ignore it.