1. Theoretically speaking, my (data) privacy is of a high value to me! -- Then you should stop using a smart phone. -- Well...
2. I don't want anyone to create a profile of my habits because it's none of their business! -- Hi, do you have a Walmart+ card? -- Sure, here you go!
And I actually like the concept of reward cards (although I don't use them) because it is pretty much the only way how you can make money off your data.