Pepsi touts all the "data" its collecting on users--including "location data"

Are brands privacy and consumer protection deaf?  Here's what Pepsi's leading social media marketing executive writes in Ad Age today [excerpt]:
For too long, the digital industry has looked at brands like Pepsi simply as a monetization strategy. What's worse is that sometimes our digital friends view us as being uninformed members of the digital ecosystem - something akin to prey. Not only is that perception misinformed, its going to start impacting the bottom-line of many companies in the digital ecosystem...So how do we think about our roles in the digital ecosystem...The data that we are gathering now when linked to offline data gives us a view into consumers that we never had before. Last summer we ran the largest Foursquare check-in program with people around the country being able to check in at fun summer locations to get a Pepsi Summer badge. Think about the location data we've been able to capture there and how valuable it is when we co-relate it to sales data per location.