The information is used the same way as your banks and store cards use your transaction history. There is a company in the UK called Tesco, which is a huge Grocery store and they are constantly being brought up by the media for the huge amount of information they keep on the shopping habits of their 'Clubcard' users. They use the information to make deals and store layouts which will pshycologically make the most money out of their customers.
In return I get to go on holiday for a quater of the price!
Swings and roundabouts
I guess my point is, as long as the information is not personal then I really don't care what gets sent. Sometimes though, you do wonder how much information a company needs!
crabby