Data collection, monitoring, storage, and mining are simply part of our online lives. If you connect to a site, it is going to collect some information about you. If nothing else it will collect the session information (IP address, time on site, pages read etc.), but will not use that for anything more than understanding traffic. Other sites will collect and maintain more information than that and in extreme cases you will get much more collected than that. However, no one seems to know what use this data is being put to and if there is any benefit to the collection at all.