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It's only going to get worse until companies start to require explicit permission for everything the app does when it comes to accessing other data on the phone, location info and especially sending any of that back to a server. Followed by the possibility of fines for abuses of that (i.e sending data without asking permission, or sending unrelated/none essential data). It's no longer just malware apps you've to worry about, but apps from all companies who are willing to breach privacy to gain an advantage, especially for targeted advertising.
I think we'll reach a point not too far in the future where all app makers have to explicitly lay out on their website every bit of data their app collects and transmits back to their servers + the reason for it. Then any "extra" data that is sent would result in fines if it's believed to be a privacy violation as the user has not consented to it.
I won't use Microsoft's zune store on the windows phone because their EULA states that using it requires various services to be enabled so MS can send usage data back to their servers (one of which is location services). There's no way to opt-out of that unlike with most apps. I don't want them sending anything other than absolutely essential data to their servers (such as the name of the app/music I'm searching for), there's a reason I have location services off by default and no way I'll turn it on just to use their zune app.
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