I think terms of service have something to do with it. In most profiling scenarios, the average consumer has no idea what's going to happen to the data collected on them. I'd be much more comfortable participating in a value-exchange involving your product if I knew precisely what information would be collected, how long it would be stored, who would have access to it during that time frame, what would happen to it at the end of that term, and precisely how that information would be capitalized upon. That probably seems ridiculous to you, but from my perspective, it represents a precise definition of the value I'm yielding to you, and a reasonably precise definition of the risk I'm incurring by doing so.