Seriously? You dont see the differrence? Yes, we're at risk at both, But the risk levels are way different in your exmaple.
Yes, most of the personal info gets out of control on a corporate level, and it's not a consumer's fault, but there are still chances that you may get hit because of your personal negligence to minimize your personal protection level and allowing easy access to your personal info.
Here is an easy example: your cedit card info may get stolen from the corporate database. Thief will copy the card and try to use it at the gas station that requires zip code to activate. If your name isnt John Johnson and you are in White Pages - voila! Here is the zip code! But this scenario could be avoided if you ubsubscribed (or whatever you need to do to be removed from their database).
So, once again, the advice here is to minimize the risk on a user-level.