Earlier quoted context omitted.
Yeah, no. All private user information is equally private. To arbitrarily suggest that certain data is less important is a dangerous road to walk down. We should be holding everyone to the same standards when it comes to security. This is especially true with the high amount of password reuse that goes on.
This is clearly not true, or HIPPA would apply to my street address, and sites that want my phone number would have to be PCI compliant.
Amusingly enough, the banks who impose PCI compliance on merchants aren't themselves required to be PCI compliant, and some of them will happily e-mail you extremely sensitive customer data (no matter how many times you ask them not to), even though doing so yourself would violate PCI compliance.