Taken to the extreme, companies like Google, Amazon and Apple have accounts that require a very high level of permission including payment information and other personal details. These accounts track the individual's shopping behavior and preferences, furthering the personalization process. These companies are then able to provide highly customized product recommendations and tailor the individual shopping experience for each customer. They have been able to leverage this high-level permission for unparalleled success.
As you move up the permission ladder, your marketing efforts can become more personalized, more relevant and will be increasingly anticipated by that particular individual.