"It is well-established that, prior to the Snowden reporting, Silicon Valley companies were secret, eager and vital participants in the growing Surveillance State. Once their role was revealed, and they perceived those disclosures threatening to their future profit-making, they instantly adopted a PR tactic of presenting themselves as Guardians of Privacy. Much of that is simply self-serving re-branding, but some of it, as I described last week, are genuine improvements in the technological means of protecting user privacy, such as the encryption products now being offered by Apple and Google, motivated by the belief that, post-Snowden, parading around as privacy protectors is necessary to stay competitive."
So, while he concedes the role of public relations in the ongoing cyber security push, Greenwald concurrently believes encryption is a "genuine" countermeasure. In other words, what we're seeing is mostly marketing hype... except for the part about strong encryption.
With regard to the promise of encryption as a privacy cure-all, history tells a markedly different story. Guarantees of security through encryption have often proven illusory, a magic act. Seeking refuge in a technical quick fix can be hazardous for a number of reasons.