Ok, I'm feeling rather naïve and waking up slowly this morning. Why do they care to know that? I mean, what about their business does that help them improve? Because, I think we can take it somewhat for granted that such information probably isn't something which the individuals involved, their customers in this situation, enjoy knowing is being collected about them. "Hey, you know that activity you probably consider rather private, we like to record everything about it we easily can, because umm... customer service."
If I kept track of the porn watching habits of my neighbors, that would be considered strange and maybe rather pervy. And I don't see how it makes a difference in that evaluation whether they are or aren't renting the tv they use from me.