In this talk I will review some of the psychological and economic factors influencing consumers’ desire and ability to manage their privacy effectively. Contrary to depictions of online sharing behaviors as careless, consumers fundamentally care about online privacy, but technological developments and economic forces have made it prohibitively difficult to attain desired, or even desirable, levels of privacy through individual action alone. The result does not have to be what some have called "digital resignation" though: a combination of individual and institutional efforts can change what seems to be the inevitability of the death of privacy into effective privacy protection.