I'm not denying that it is important, but most people will nottake the steps to protect it, and even actively take steps to give it up if it gives them a small benefit.  AT&T is offering high speed internet if they can spy on your data, how many people do you think will do anything extra to hide their privacy?  It sounds like this is intended to be a mainstream and behind-the-scenes implementation, in which case, it simply becomes your address.