Remember the old days, when your aunt would send you an invite to a facebook game that would predict which celebrity you're most like based on unrelated and harmless pieces of data, like: (1) Your favorite color, (2) Your first pet's name, (3) The school you went to, (4) Your mother's maiden name (5) Last four digits of your social security number (6) Birthdate

This sounds similarly comical if it was intended for data collection.

EDIT: I've reconsidered. Knowing color preferences is very useful for an advertisement company.