The Tim Hortons application did indeed track their users' movements every few minutes of every day. I think that shows, among other things, that the current law—in part because it does not have penalties and in part because it does not define accountability as I've suggested—allows companies to use technology because it exists, because it may be helpful or useful, and eventually to collect information even though they may not have a direct use for it.
Before companies engage in the use of these technologies, they should be required by law to properly assess the privacy risks of that activity and they should only collect information to the extent that it is proportionate to the uses of their commercial objectives.