I wouldn't call that creepy, either. You were opted-in to a feature that makes your account more secure and it is better for you to have more security than less

I wouldn't call that creepy, either. You were opted-in to a feature that makes your account more secure and it is better for you to have more security than less security. It's for your own good and protects you against real creepy actors, like hackers and data harvesters. It's not really lining Amazon's pockets to give you more security. They're opting you in by default for your own good. Some people find that kind of nudge paternalistic, so you can easily opt-out from your account page. It's not mandatory.