[fogcity]

They have recently added the ability to completely delete PII (personally identifiable information) from their entire site, logs, etc, to conform to US COPPA (Children's Online Privacy Protection) laws. Since they store things like date of birth when you sign up, so that you can compare yourself to others in your age group, when they turned on the features to comply with COPPA, they had to encrypt and scrub a host of historical data to be in compliance. Emails, names, etc.

Now, it's possible that the "delete account" button disappears when you purchase (I don't know?), but that's why they have customer service who have that ability. It may just be a customer retention or security policy to require a human interfering to start the deletion process.

Additionally, at present, if you read their blogs, and the HCP site, you will see that they use your data, without PII, to be part of larger research studies to determine cognitive abilities of people of all walks of life. Researchers use the platform for studies, and can compare active participants against years of historical data in Lumosity's database.