I would love to know if http://blog.uber.com/applepay means that Uber won't be able to track who they are taking to various locations. That alone would be a big win for Apple Pay.
If you check the EMVco specs (they're a doozy! http://www.emvco.com/specifications.aspx?id=21), merchants still receive your name.
The only thing that tokenization provides is a proxy card number.
> Also, Apple is not involved in the transaction beyond selling you the hardware which hosts the secure element.
That's not actually true; if you read the fine print (or the emvco specs), you'll note that they can track a lot more than they might claim to.
https://www.apple.com/privacy/docs/iOS_Security_Guide_Oct_20...
They disclose up-front: "Apple may receive anonymous transaction information such as the approximate time and location of the transaction, which helps improve Apple Pay and other Apple products and services."