[zmmmmm]

For me it is mostly about the involuntary nature of it. I actually don't mind myself, but I do mind not having the ability to turn that tracking off (well, without manually disabling Wifi all the time anyway) or in any way control or affect the profile it generates.

Interesting to compare to Google who tracks customers around the internet. Crucially, if you don't log in to a Google account you are only one 'clear cookies' away from erasing your profile (I wonder occasionally if Google reconstructs profiles across different cookie sessions or not ...). At least on that side, you have some control. You can't change your MAC address nearly so easily.