Personally, I am looking forward to ATSC 3.0.
The biggest reason is that they are getting rid of the reliance on 8VSB in ATSC 1.0 which was an analog modulation schema for a digital signal. On researching this, I am sure that you will find that signal strength was not reduced with the transition to ATSC 1.0. What happened was that the digital broadcast using the analog modulation schema was overly sensitive to multipath reception problems. Multipath problems are what caused ghosting, etc., when airplanes flew overhead with analog TV. What happens is that the signal comes from multiple directions at the same time, and current digital tuners find it difficult to figure out which of these multiple signals is the true signal, and this causes the dropout, and in worst cases, an inability to get stations that are nearby.
I've done a lot of research on this because I live in an area that is near to strong local stations, but have difficulty receiving them because of my geographic location. There are other regions that have this same problem - one in particular that I know of is near Boston.
However, there are many areas that do not have this problem and ATSC 1.0 reception is far superior to what was available with analog transmission.
ATSC 3.0 gets rid of 8VSB and adopts a modulation schema that is not susceptible to multipath interference which should vastly improve reception for those who are now having difficulty.
Also, reception will be available for mobile devices, however, it is my understanding that this form of reception will be bandwidth reduced - in other words, the material that mobile devices will receive will be compressed more than the signal for those who are in a home, for instance. The antenna requirements for a mobile device will be much less than those that are required to receive the primary, i.e., intended for fixed receivers, however, you will still need an antenna. In fact, to receive the best possible OTA signal, you will need an antenna. However, with an antenna, you may be more likely to receive the mobile signal from distant stations and this may allow OTA reception of distant stations that have never before been possible.
As far as privacy goes, I'm a cord cutter, too. I built a HTPC, and I will continue to use such a setup. I will not use a "smart TV" other than as a display device for the HTPC. I've turned off, as much as possible, all the invasive settings on Windows 10.
But, need I suggest staying off facebook or other invasive sites, using only session cookies for anything that you do not want to remain logged into. This clears all the information that sites like google collect such that if you are not logged into google, they will have no clue who you are and will not tailor your results outside of the time that you have your browser open. There are many other practices that can be adopted to avoid invasive practices.
Assuming consumer protection is not weakened with the current administration in the US, my bet is that you will still be able to opt out of invasive practices. Also, companies engaging in invasive practices are likely to be discovered by privacy advocates, hackers, etc.
Personally, I'll approach the issues when ATSC 3.0 hits my area. However, I recommend that the issues be thoroughly researched if they concern you as there will likely be ways to turn it off or avoid it.
With any change in technology, there have always been concerns. Personally, I don't think that such concerns should stand in the way of innovation.