From time to time Apple picks a small idea and aggressively markets it. It usually goes well and hijacks that common concept with marketing. The last time it failed was "COURAGE", but "PRIVACY" is a though thing to sell too.
I think there is at least one truism about people/orgs who all of a sudden decide they want to do something about kiddie porn -- they're either involved in it directly, they want to be, or they're trying to hide/distract from something abominable.
