I'd argue that the ability to request a copy of your Amazon data amounts to not much, because nobody knows that you can, by design, and doing so doesn't do anything to prevent it from being collected, stored, and possibly sold in the first place. But at the end of the day, I do like that Apple is taking stand and differentiating in a way that lets consumers decide on if they want to buy their products for these reasons or go with an alternative. I just find it hilarious that tracking companies are crying foul. Even if you don't buy Gruber's other framing, you have to admit that they have zero right to complain here. Side note: I do think that if people were better informed they would take more issue with these types of intrusions. It's the entire reason that the Apple ad resonates and can be effective at all.
I agree, the Amazon data dump was just a curiosity. I was surprised at how little personal information it contained. The tracking companies are free to complain, and Apple should do what is best for Apple. What the ad doesn’t show is how when your personal info is broadcast someone seizes the moment to shill some product and the presumed victim is instead delighted to buy the gizmo relevant to their personal situation.