What I buy from you is your business. The information I give you to complete my transaction is your business.

Who I am is not.

You don't need to know if I have kids, have a disease, my age, my race, my gender. You don't need to know anything. Sure that information would help you make a better experience for me, I get that. But that's up to me. If I want a better experience, allow me to provide that information in exchange for the benefits that information gains me. But peeking over my shoulder as I walk through your store so that you can overanalyze everything I do isn't okay.

And I'll happily fill out a form to tell you any information I feel is relevant to my purchase. If you want to covertly fingerprint and track me, I'll gladly take my business elsewhere.

No it's not. My shipping and payment details might be, if I decide to buy anything. Those are not the same as "who I am."