Because retailers figured out a while ago that having a personal relationship with their customers (knowing everything about them) is EXTREMELY valuable. Think

Because retailers figured out a while ago that having a personal relationship with their customers (knowing everything about them) is EXTREMELY valuable. Think of the merchant wars with MC/Visa/ApplePay...etc as well as how much they sink into loyalty programs. Knowing your customer pays off in spades (until you have a security breach and get sued into oblivion). Would be nice to be able to opt-in to a "forget everything you know about me" program - Newegg would probably get tons of business from paranoid nerds with an option like that in place.