the shop on the internet requires you to tell name and address.
In France, many Internet shops propose the delivery in physical shops nearby. It is even cheaper. The buyer was identified when she paid though. GNU Taler solves that privacy problem.
Should the inaccurate data have the effect you say, it would require seller to know his data is inaccurate.
Profile-based recommendations (and the likes) are constantly assessed. If the accuracy of the profiles decrease, it is discovered. It looks like you expect a solution where, at once, all profiling techniques become obsolete. If you have such a solution, tell it!
