When you're the paying customer, it's possible (but not guaranteed) that they could see privacy as product differentiation.

In other words, if company A and B both offer you a product for $N, but A protects your privacy better than B, then A might get more customers. This competitive advantage can be an incentive for privacy.

However, there definitely limitations. If the value of this competitive advantage is less than the revenue they make by selling your data, then it's not a strong enough incentive. It also only works if consumers care about privacy and take the time to factor it into their purchasing decision.