How to shock people?
When they have a routine of collecting personal data, like name, address and phone number, ask them why.
At least the phone number is never needed for the billing process, so it's usually not required by law.
Quite interesting what responses you get from them.
@sheogorath I always do that. I've noticed here in the UK store assistants have also started asking "can I take your email so we can email you your receipt?"
Ermmmm, no thanks!