Can eSizing Clothes, Bare Personal Info?

jwater asks: "As we become more entrenched into a digital economy, do companies like eZsize and TheRightSize, who are discussed in this article from Wired News, seem to make sense? Would you use these ideas to buy a 'fitting' gift for your wife/husband/boyfriend/girlfriend this Christmas season? Customization seems like the next big wave for e-business, but are you willing to sacrifice the personal information to make such concepts take off?" A certain degree of personal information is necessary for the production of customized commercial items, but how should those commercial entities treat and protect your data, and what penalties should they risk if they fail?