When it comes to government regulation: let private businesses do as they please, as long as we are free not to participate.
When it comes to what the government is allowed to do, the answer should always be, do less! Why is the government using mass surveillance? That isn't cool!
To clarify what private businesses are allowed to do, they must abide by all the rules individuals are commonly held to, such as don't be violent, don't steal or defraud others, don't despoil the environment.