Considering how ridiculously cheap an anonymous VPN service is these days I am surprised how many people do not use them.
Because it's difficult to setup and configure for most people? People struggle with connecting their laptops/tablets to WiFi. Expecting them to configure a VPN on their own is a stretch. You could start a small SaaS business that could make "lifestyle business" type money if you did this well.
People are just not aware of these problems, and when you tell them they often downplay them, because they seem far away and until something goes wrong they think it can't happen to them. Also, it's not easy to convince people to pay for prevention rather than to fix an existing issue.