It's the question of consent and ensuring that it is in fact meaningful consent, informed consent.
We're very concerned about attempts to expand implied consent where you ought to have known that we would be using this. Somebody is saying “I agree” in order to use a service or a piece of equipment, and suddenly it's showing up in strange new places and having possibly very serious negative effects on them.
First of all, it's the notion that consent be real consent, as opposed to the idea that you checked the box so you opened yourself up to pretty much anything.