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The thing about data collection and analytics is that in isolation the data collected for any one purpose may be totally innocuous. It's only when it's amalgamated with additional sources that you find an entire profile of your life is now available.
There's a reason the EU recently implemented cookie laws to curb tracking without authorisation. Just a shame they made the entire law useless at the last minute by allowing implied consent.
All that aside though, ask yourself this, what are you getting in return for letting them track when/how often you read a given book or read competitors books after reading theirs. At least with loyalty cards you make a decision to give up that information in return for something.
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