If they didn't keep and store this data they wouldn't be in this bind. It highlights the potential for misuse, whether it's unreasonable search and seizure by the government or sale of the information to private companies.
We're very pleased that the FCC is taking these steps. A major part of the problem is not just that the data brokers are selling information, but that they're able to take advantage of security holes and security flaws.
This creates a massive privacy issue.
It's showing an increasing desire to create a system and to create a world that not only allows surveillance, but that is built for surveillance.