Well, that's really the case for any online shop. If you don't want to give them that information, don't buy from them, buy through someone else, or buy in a real shop.
Let's just take a minute and see what data you need to give up for a Jolla account (which you only need to access the store and post on TJC): - username - password Oh. My. God. Outrageous!
Protecting the privacy of our users is one of the key building blocks of our business. We believe it is important because it is what our users want and thus it is something we will work hard for to provide. Our approach towards your privacy can be summarized in the following principles: You have the right to the utmost protection of your privacy. It should be for you to decide what personal data you want to share and when. ...
That said, they should definitely do away with the Google tracking on their websites and use Piwik or something.