I don't want to sound like I'm minimizing the issue, when I say this, because I respect the sentiments expressed here greatly. But there's a very strong stigma around collection of location data, more so than other forms of more sensitive information. Almost every credit card company, bank, insurance company, and more share your every purchase. What you buy, what you eat, how you live. As far as the sensitivity of data goes, location data is serious, but far less serious compared to things that people are mostly okay with.

For me, I go to and from home, the gym, and work. Every day. If someone was looking at that data, I'd be creeped out, but they'd learn almost nothing about me. If someone saw my credit card statements, I'd be mortified. And yet, almost everyone forgets to fill out and mail back that little slip you get with a new credit card that says "hey, actually I don't want you to sell all of my data to everyone on the planet."