The way I see it, it's a matter of salesmanship. Are you selling them a bucket of $#!* or a bucket of the finest fertilizer for their roses?

I think you would be better served to let your customers understand that some information has to be gathered in order to be able to properly protect their identity in a time when not only they but you are doing all in you power to prevent someone from stealing from them through identity theft.

Especially in these days and times when folks are willing to give up a little privacy for security.