You misinterpreted what he wrote. It's entirely possible to care about customer privacy a great deal yet the customer will generally still care more. It's an exceedingly rare business that would actually care more about your privacy than you would yourself.
And it's entirely possible a business could care too much for your privacy by taking cash only ("Sorry, credit and debit cards will track you. Checks leave a paper trail."), have a faraday cage around the entire building to block any RF signals ("You don't want big brother tracking you!"), etc. while you just want to buy that item with your credit card and be able to get messages while shopping.
And it's entirely possible a business could care too much for your privacy by taking cash only ("Sorry, credit and debit cards will track you. Checks leave a paper trail."), have a faraday cage around the entire building to block any RF signals ("You don't want big brother tracking you!"), etc. while you just want to buy that item with your credit card and be able to get messages while shopping.