Grocery Stores, Department stores, and Casinos all use loyalty cards to track an individuals purchases and activites to give them a better chance to target you for more products you "need". Generally it seemed to me a fair trade-off - they get some data, I get a better deal. I'm not sure how much I care about all the lists I'm in - but I do care about some of them related to my finances.
"Opt Out" is a strange term for choosing not to participate. Back in the day I was launching a startup website I remember debating with the owners ... if we have an automatic "opt in" (including the new member in what we choose) we'd get more value. BUT it seemed more than a little dishonest to sign people up for something they don't know about, so we chose to set the default to "opt out"
not every website works this way. many big ones don't - not Yahoo not even your bank!
check out this list - then you decide where you want to share, and where you want out
World Privacy Forum: Top Ten Opt Outs
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