I asked similar questions in the thread announcing the Fridge two months ago and didn't get a reply that answered my question.

To paraphrase a fake Mark Zuckerberg, "I got people to share their personal information with me because I assured them I believed in privacy. When I found out how much advertisers were willing to pay for that information, I stopped believing in privacy."

EDIT: Link to my question in the previous thread about the fridge: http://news.ycombinator.com/item?id=1628877