So you buy a (eg) Sammy telly or DVD player and it wants, really, really wants to give you the full experience, obviously nothing to do with hoovering up data.
It'll give you iPlayer or whatever and other hub related stuff and of course if you are unwise enough to feed it your post code (or use Maps) and your name (optional to be honest) then they have a pretty full profile, especially if you have a Sammy phone as well to fill in some gaps. Oh they've got most of that anyway via some form of info gather via Apple or MS or Google, this is just reinforcement data, perhaps given a higher probability of being valid.
Yeah, try and legislate that if you can, if you even know what you are legislating about and what rights you are trying to protect and if your constituents even care. Legislation will almost certainly be out of date before it is agreed.
The world is changing rather fast due to this internet thing. I'm not sure what I want protected any more or even what that might actually mean.
Oh, the article is about a bunch of well meaning American legislators and here's me living in England.
Ho hum, more data to hoover up above - fill your boots Goog int al, if you can parse it.