To be honest, there really shouldn't be websites out there that know you and your family members and your phone numbers. This stuff should be under lock and key and require special PI licences to get access.
It's only a PR stunt if they publicized it -- it's not a stunt if they did it without making it public.
It's a PR win for sure, but that doesn't make it a PR stunt.
They're all just trying to take their competitors down a few notches. You can't take any company that wants to profit from advertising and data sharing/selling seriously in regards to "fighting for privacy".
Google was recently found to be illegally tracking Android users' location, once by "mistake" and the second time they were ignoring their location tracking opt-outs. I don't even remember their reasoning for the second one - but who cares, it was a lie anyway.
Not to say that they shouldn't be making this demand, but we should all keep in mind that they're not doing this out of the kindness of their hearts or because it's the ethical thing to do.