I think that's dependent on what is stored. Sure the link enables them to capture a whole lot of data, but if an agreed standard of 'tracking data' was all that was stored. I think that would be an improvement.

EDIT: Similar to how we capture credit cards. Often the provider could capture and store everything, and publish it online if it liked. But generally (due to law, and standards) they are either passed off to a payment provider or stored with a certain level of security.