You're not just selling your own transaction history, though--you are selling the other half of it as well.

If I'm a private business or individual, I would prefer my customers not broadcast their affiliation--because some third-party source of data could be used to drive solicitation, or target advertising, or just in general be a nuisance.

Remember, when you give up transaction history, you aren't just ratting on yourself--you're ratting on whomever you've done business with.