[hvidgaard]

And rightfully so. If the collection points to me, then it's PII. Anonymized it might be "is between 18-25 years old", "orders fast food once a week", "tips between 0-10%".

Just because something it murky, doesn't mean businesses get to ignore it. The entire point is to force companies to actually think about what their data is and decide if they need to store PII. If they do it have implications. Have a reasonable explanation for choices, and are willing to rectify issues pointed out by consumers and/or DPA.