Why do people find it worrying? Annoying sure.. All they're gonna do is use it to push a load more advertising crap and use it for sales. You'll be nothing but a statistic. That's business. Lame, but don't be worried about it.
I simply do not accept a justification for that as "its just business."
Long-time readers of my crap know that I simply don't accept that rational as a lack of ethical behavior by businesses.