I was wondering about it too, but I guess that for some customers in rural places (everywhere big like USA an EU) IP address is as good as home address. Combine

I was wondering about it too, but I guess that for some customers in rural places (everywhere big like USA an EU) IP address is as good as home address. Combine it with some providers that will not change your IP until manually requested (and not until router restart) and you have a real PII on your hand.