What's more regrettable in my opinion is that piece is inflated in comparison to something like the Equifax scandal because:

1. This is a service you opt in to use (there's competition), you can opt-out off the tracking in 3 clicks, and your data is safe (so far)

2. Equifax leaked the SSN of millions who haven't even subscribed to their service

Anyway, I agree, we can still improve customer privacy and transparency.