See this is such BS, we CHOOSE to use a service like Amazon. I recognise that in placing an order for anything from a Star Trek DVD to a double ended dong, that I have to share that particular information from the retailer I'm buying from.
I wouldn't choose for a driver required for hardware I've paid a premium for to then decide to record that information also.
When I buy from Amazon, Amazon knows what I bought, not OCUK, not google, not pornhub. When someone has processes running on my computer that monitors every site I visit, every page I visit, every search I make and does it surreptitiously that is something entirely different.
This mentality of, you choose to share data with A, thus B accessing that same data is obviously fine is insane and completely stupid. Choosing to share information with one individual or company doesn't automatically mean I'm fine with everyone having the same let alone much more data.
My bank and I share details of my account, and I share those details with people I deem necessary, that doesn't mean I want to nor approve of sharing that data with anyone. ALso again I was given the option of upgrading to Windows 10 and the toss up was, £10 for a new OS that has a lot of tracking, but basically all of the tracking has official options to turn as much of it off as possible and in a lot of situations while I don't agree with it, I understand that part of the tracking and usage is in an attempt to offer more personalised service from the OS. Nvidia isn't taking personal or extra data to improve your gaming experience but purely to profit from you. Again everyone knew upfront what Windows 10 was, no one who bought a 1080 or a Titan X was told hey, paying a huge premium for these cards, you'll allow us to track all your data. If it wasn't a feature and wasn't advertised as part of their service they shouldn't be doing it.
Adding features post launch that benefit gamers is one thing, adding something that solely benefits Nvidia and provides a potential risk to the user with zero benefit to the user is awful behaviour. If they want to sell tracking your every move as a feature and advertise it with the next gen and only enable it with next gen cards... while I think terrible business practice and worthless to the user... it would be honest about it and people who buy a card AFTER being told Nvidia will do this is fine ethically. Doing this to users who bought a card with absolutely no indication Nvidia would do this is completely unethical.