Well the problem is that it only takes a few companies in a few industries to break the ice and these kinds of "innovations" spread until we start accepting them as business as usual.
Example: online merchants storing your payment info.
I fucking HATE this. It's only there to make it easier to upsell me on another purchase but if your site gets hacked then I have to worry about my info being out there. Having accounts/profiles/passwords for every single website/game? Awesome. Battle.net and Steam revolutionized the online PC gaming platform but now the other publishers want their own portals to upsell content. Now I need Ubisoft, EA, and soon Activision's shell programs and accounts on each to play my games. Oh, and we'll take your credit card info too please, don't worry about encryption either, your data is very safe with us...
20 years ago people would've told companies who store your info in accessible and hackable databases to fuck themselves, now it's the norm. In 20 years we'll remember what it was like to live without multiple Big Brothers watching us. What, you don't have anything to hide, right?