To the average user, which arguably is Apple’s #1 customer these days, data protection may be something that sounds important, but I’d bet learning that they’ve lost everything because they didn’t backup, and their hardware has died and there’s no way to recover the data, would be a bigger kick in the balls than the actual likelihood of their computer being stolen and their data being used for nefarious purposes.
I’d bet far more stolen laptops make their way to Cash Converters/Gumtree for a quick buck, rather than having their data mined for ID theft/etc.