Instantly thought of "Your Body is a Wonderland" with that title.
On a more relevant note, it's very apparent nowadays that privacy is becoming less and less of a guarantee and more of a perk in society today. I somewhat agree and disagree with this personal data trend. On the one hand, I'd like to think that this means people will be more willing to be themselves and be more honest and open with others (e.g., based on experience, we in America hardly even associate with our next-door neighbors). I personally would love to not have to be so cryptic and secretive about my information. However, on the other hand and being the cynic I am, I know this is only going to lead to even bigger identity and privacy problems.
Still, asking for a Facebook username and password is tantamount to invasion of privacy. If companies want to check someone's Facebook, there are plenty of options for allowing others to look at a specific profile without the need of a password or even a username. Digital personal information is still personal information, and this sounds like a "good vs service" kind of problem. Something tells me that this is only the beginning...