To make themselves friendlier. Easier to do business with. What you know about me can be used against me as easily as for me. Thus, there is a greater need for protection since the only minority is the individual. If you don't believe this, you have only to review the numerous horror stories regarding theft of a person's e-ID to recognize the essential truth of the matter.
Rights prevent abuse of power by the majority against the individual.
The US Constitution's Bill of Rights. Right to establish relationships. Rights not enumerated for my e-ID are retained by me. And always changing with the changing nature of the threat. Our founders could not have imagined the nature of threats we face against our personal liberty today.