This for me is a big part of privacy. It's not about making sure nobody has my data, that's a near-impossible task and never ending. But if I can consolidate and limit who has my data to entities I trust slightly more than others, it's a win.
Example, using a credit card comes with the inherent idea that you can be tracked. Your bank obviously tracks you and knows everything about you, Visa sees it all as using their network, and the third and most important, every merchant/vendor you visit can now track your purchase patterns and tie that with other information about you. Using Apple Pay, I'm giving Apple my purchase history at the benefit of having a randomized number for each transaction that the hundreds/thousands of vendors I shop at can't track me by.
