Now if we could just get a bill that actually limited the governments ability to collect data on its citizens. I'm not really worried about targeted ads, I'm worried about targeted assassinations. You talk to people and ask them why they are worried about companies collecting data, and a certain percentage will tell you they don't like that the government could get it with a court order. That'd be a HUGE improvement…
Companies collecting data on you directly or indirectly is a problem, even if they don't do anything malevolent with it (and some already do). The issue is that eventually they'll be breached, and then that data can end up in the hands of malicious actors that might use it in a way that could harm you (e.g. identity theft, compromising other accounts thanks to peronal info, etc.).