The Big Myth: Privacy

Survey Says Web Sites Collect Less Data. WASHINGTON (AP) -- Internet sites appear to be collecting less personal information from users and doing a slightly better job of explaining how sensitive data are used, according to a survey by an opponent of new privacy laws. By The Associated Press. [New York Times: Technology]

I think this is a usability issue...sorta.  People don't like to fill out long forms.  It's that simple.  Of course the amount of information that people can pull from your zip code would probably scare more people.  Combine that with your phone number and I wouldn't be suprised if they could then pin point what your next purchase was going to be...