Sure, its a slippery slope but "knowing everything we're doing" isn't a bad thing in most cases today. Mostly the information is being used in marketing. So you have a mac ID and IP address tied to a radio tower (if the tower is even known) and you have this data being collected and sold to advertising and marketing companies. They can see on-the-fly trends based on area. So lets say some billboard is put up by a company advertising some new product - maybe something new that people start looking up - not brand specific - but like something random like a new anti-gravity stroller (picking something off the wall intentionally). And then quite a few people in that area start looking up anti-gravity strollers on google. And then you're at home in the same area talking with your wife or husband about this new technology and then "ding" they get an ad for anti-gravity strollers on their phone and think "omg they're watching us" and in reality they (marketing company purchasing analytic data from google and AT&T) just used analytics to target ads towards an area where there is the most likelihood of being interested in anti-gravity strollers - without ever knowing about the initial billboard. Its actually pretty fricken cool what can be done in that regards and it doesn't involve anyone looking at your specific network traffic. Maybe this is a cheesy example, but its what happens and I see relatives and others scared of what they can see about your traffic - when it fact its only epidemiological network data being used.