i really don't see any harm in tracking. What are people afraid of? the article was not in any way able to show how it harms people.

When you go to the starbucks, and the waiter recognizes you and remembers your name, is that creepy? What if they remember that your usual drink is a latte and remembers that the next time you come is that creepy? What if, heaven forbid, they tell a coffee company that you like dark roast, and now you receive an advertisement brochure in the mail for a dark roast coffee you wanted to buy anyways.

I really don't see the harm. Is it the fact that they have the info? or is it what they might do with it?

are people worried about embarrassing websites they've visted? I get that. But, for that you just use incognito mode.