Why should they let us do that? No other company is doing that. It's a tacit agreement between providers of free-to-use services and the people who choose to use them: the more personal data you give, the more you receive. If a company has a very good offering or is currently trending, they can even demand your phone number, credit card number (of course you can cancel the service anytime, but they will have a strong verification of your real name then) or even your passport/driver's license. We all came to accept that as a given, nobody questions these practices any longer. It's as if people collectively just stopped giving a damn about their privacy.