I find the corporations doing it less creepy than my loved ones. To be clear, I think both are bad, but for different reasons.

If you don't trust someone with your location, you don't have to give it to them. Personally I find the corporations angle more creepy. You cannot personally vet the people they hire, but you know who you give access to your address to. Outside of family, only one friend ever drops me his location information temporarily because he drives his truck and he uses it to give me a heads up when he's near him in town, in case we can hang out. I mostly ignore it though unless he tells me how close he is.