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It doesn't excuse what they are doing. And you can bet that 99.99999% of Kindle owners have no idea of it.
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Tally me up in the column that has always known they were collecting lots of data... and just didn't (and still don't) give a damn. I expect that 99.999blahblah% number is a lot lower than you think. Not all Kindle owners are dumb enough to buy a product without reading the License Agreement/Terms of Use.
Use it, hack it, break it, sell it... just don't bitch about it.