@RorrKonn
Yup, they're stealing from you but you're powerless to do anything about it.  And it goes without saying, if they didn't have this data in the first place, you would not be in that situation and they would not be able to sell your data.

Imagine what Apple users are going to face if/when a massive data-breach at Apple occurs, doesn't even bear thinking about.

Primorge Wrote:
"I'm still trying to figure out how not caring about a company knowing ones shopping and entertainment preferences makes one a sheep ..."

Not caring doesn't make you a sheep, it just makes you ignorant of what goes on, but I'm not getting in to that, there's plenty off stuff on the web about it.  The sheep part comes from being sucked into willingly providing data that they want, data that no company should ever be in posession of.  The very fact that these corporations want this data, should be enough to tell you that you should not provide it.

The bit I don't understand is why fellow world citizens such as yourself, try to rationalise what these corporate assholes are doing.  I get that some people don't mind getting fucked-over by corporations, but that still doesn't explain why they can't see why other people have a problem with it.