See my earlier post for the link, but the company that the WSJ is going after is Zynga, who makes Farmville and a few other really popular apps.
So it is Zynga. Stupid with a capital S. They have been selling advertising space within their games. Had the potential to be very big.
So, what do they do with the info, target you for spam?
No more hearing about so-and-so who found a mutant cow wandering around in their laundry.... Oh, dear, whatever will I do???
I shoulda known it would be Zynga...