AT&T planning to sell your anonymous usage data to advertisers

To be clear, we don't have so much of a problem with the trade of personal data, meaning we give usage data and get something in return, like Google Now, just as long as outside parties don't get any personally identifiable data in the process. AT&T claims that will not happen, but it still makes us uneasy how much data our ISPs and wireless carriers can gather without permission, and often without an opt-out. With Google, you can always opt-out and delete personal data, but ISPs track everything you do, regardless of if you're using "private browsing" methods, and most people don't even realize it. 

Although, from a public relations standpoint, it seems that not knowing is better, because there is always more of an outcry when Google is transparent over what it does, rather than ISPs who do even more, but aren't as open about it.