Here in the UK most 'free' hotspot providers like BT or The Cloud already require you to register and give up your personal information to get access. When I've been travelling abroad I've encountered hotspots that require a (local) mobile phone number to get access. Today I accessed a wifi network that wouldn't let me get access unless I agreed to receive marketing material. I see this as an easier way to get access, if you must you could always set up a fake Facebook profile for this.

Also I haven't seen the terms, but I'm wondering if Facebook give out direct personal information. Assuming they don't, would you rather be seen as John Smith of 14 Main Street, DOB 1990-08-23 or 18 - 24 male who likes football?

Interesting. I've never seen that in the Nordic countries or the US. Typically either the wifi is just open entirely, or there's a WPA password written on a little card by the cash register. Helsinki even has open wifi across the whole downtown, and in Denmark all the Baresso locations have open wifi (no login or password). Does the UK have laws requiring the hotspot providers to collect that information, or are they doing it of their own accord for marketing or abuse-reduction reasons?

People in the UK seem strangely at peace with surveillance.

I'm sure that many people will think that tradeoff is worth it - I doubt many people will think about it at all.

Not everyone is a Hacker News reader.

Exactly this. I mean, consider that anyone who wanted to could be monitoring the Wi-Fi they provide to you already. Starbucks could be crawling huge amounts of browsing data daily.