Are they new to profit maximisation?? Did they forget to paywall that info? Don't they know they could charge monies for that exact personal info, like the rest of the megacorps do?

Remember - you should probably consider that anything you "give" (ie they have the ability to get from you, regardless of tos) to a company can or is getting to known & unknown third-parties. At the very least for targeted ads.

But it's tough in cases where alternatives don't really exist, or are there significant hurdles for average ppl.