Hi Andy,
I do think people evaluate risks when buying door locks and smoke alarms, without realizing it. They buy a better lock when there are more valuables in the house, or when securing a mansion. They buy better alarms also if they value their lives more, like when they are of higher status. Ir's like when we choose a better AV product - if people have more valuable data to protect, they buy the premium version. Some risk evaluations are more ingrained in society than others, like buying door locks and burglar alarms. Other risk evaluations are taught by the more experienced, like when drafting an biz agreement people consult a lawyer who teaches them to cover their ass in the agreement. IT security is a relatively new field, and We are the more experienced, so we have to teach.
CIA stands for confidentiality, integrity and availability. We loose confidentiality when our secret ( perhaps personal, data is exposed. Things lose integrity when can no longer depend on them to be correct and unmodified, like when someone else modifies our email. Things lose availability when we can't use the thing when we need to, like when our documents are encrypted by crypto-malware.
IT security is built on protecting these 3 aspects. So when we go looking for the best security programs, we are trying to apply protection to our CIA.