Privacy has become something most users are acutely aware of. A big part of the reason for this is that so many companies have given in to using various types of information in such a way to target ads to users. For example, many sites use location information to fine-tune the ads they serve you. But it's more than ads. Companies also use your location to serve up specific news you may or may not want.
As this type of behavior continues, your information will most likely be used in other ways that might not be as innocuous as ads and news. If you've found certain sites to be less than trustworthy with that information, or maybe you're just starting to understand how important your privacy is