JK is right in that just because they collect information, how they actually store and categorize it, determines what kind of usage may be involved. I would not assume anything sinister, but then, that is my general take on companies, maybe I am too trusing!
However...there always is the opportunity for an invasion of privacy here...just is it happening or not? Again, I suspect that the answer is no, but the problem is, what would prevent some enterprising person who is perhaps less altruistic, from hi-jacking that information? My concern would be more along the lines of do they adequately safeguard whatever information that they do collect?