Mmmm, but this is how eTantrum want to make their money; quote from the website:

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eTantrum's Dynamic Auditing System provides a powerful solution for real-time usage and demographic reporting. This technology generates customized reports on:

- Aggregate, anonymous consumer usage data

- Point-of-use behavioral analysis based on media usage coupled with;
Demographic data (Sex, Age, and Zip code)

- This accurate and timely market research information is available in real-time and offers significant data that influences decisions made by the entertainment industry from pre-production through product release and distribution.

*eTantrum's technology is able to generate real-time demographic and usage information without compromising the user's name, email address, physical address, or any other personally identifiable information.

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I don't see this as a problem personally, but I know people who would; however "non-identifiable" the source is, there's usually a problem a year down the line when someone finds out it's been logging ip addresses (not saying this will happen to eTantrum, but it seems to be pretty common in statistic gathering software!)

Hugo