It's like saying that as a McDonald's customer, you'd prefer they did not charge you for food and you could just get it for free, without having to follow the rules. In fact, McDonald's has a lot of anti features: having to wait in line, greasy food, having to pay for the food and inability to bring outside food and drinks.
Businesses need to earn money and knowing their customers is part of this.
“Knowing your customer” is not equivalent to performing surveillance on your customers. People knew their customer for centuries before we could tell that a random unwitting user spent 1.6 minutes on the page and exactly where they put their mouse cursor while they were on it.
It would be like that if McDonald's started to put surveillance systems into their bags to learn about how you consume their burgers and fries once you've walked out of the restaurant.
Knowing your customer is important. Knowing everything about your customer is intrusive.
Businesses need to earn money and knowing their customers is part of this.