Maybe it would behoove them to use the "x.com" branding for login?
Also wouldn't it be trivial to make this pretty damn privacy invasive with the segmentation feature. I mean just profile when the site switches between the enumerations and you know pretty accurately what the average spend of people signing up for your site is. Combine that with a similar procedure for transactions per year and you have a decently accurate picture of spend / year. They might as well just have numbers instead of enumerations. I would not touch this with John Holmes' penis.