The only opt-out option visible in the keynote was a master switch to turn iCloud services on or off (it being on by default of course). I doubt they'd make it

The only opt-out option visible in the keynote was a master switch to turn iCloud services on or off (it being on by default of course). I doubt they'd make it more granular than that as it would complicate things quite a bit while only meeting the needs of a few and isn't really in line with their interests. It's better than no option and is obvious and accessible enough contrary to some other way more sensitive features released from other companies. Personally, I find that Apple has been very consistent with how they treat customer data at a corporate level and I trust their incentive to protect it and/or hide it from public view by default WAY more than I trust Googles, Amazons, and especially FaceBooks. If I'm honest with myself their vested interests in iAd do raise the hairs on the back of my neck a little bit, but it would be a significant departure (and would create more backlash than anything I can imagine them doing in the near term) from everything I've seen of their treatment of personal data to date.