One hand doesn't know what the other is doing apparently, at the same time they want to allow the creation of a payment system that lets you swipe your phone at a chash checkout. It's already being tested in Canada and the resulting data is a hot commodity on many levels. Phones are even being sold with "lifetime" numbers in order to make tracking number to person a lot easier in preparation.
I like the approach of flatly outlawing methods of tracking someone over making those things opt out but in reality your cell device must track you in order to provide signal for things like the time, updates etc. The data is too valuable to ad selling companies not to want to tap.
It will be interesting to see if services like four-square shut down too.