The key is that you have to be willing to give up what those things give you as well. The article even lists several: "long waits at road toll cash lines, higher prices at grocery stores, inferior seating on airline flights."
There were very few things in the article that I read that a principled person literally could not reasonably live without. Electricity was perhaps the closest, but even most automated meter reading or smart metering programs have a way to pay a monthly fee for a dumb meter to be installed and read manually.
If that's the case, then the question is one of convenience vs privacy tradeoff. I choose to get a driver's license, to have a car and to register it and put license plates on it. I could bike or walk. I choose to use credit cards, frequent flier and other loyalty programs, to use electronic tolling and automated meter reading, to use Kindles and highlight passages, to use a TiVo, Netflix, and Amazon to consume television, to use a smartphone and many apps, to connect with friends and family on Facebook and colleagues on LinkedIn. I do so because I perceive the benefit of doing so to be extraordinarily higher than the loss of privacy.
That's quite a bit different from being a feudal serf living on a lord's land in my book.