Who holds most data about us?

Marshal Kirkpack Says ...

Google and Facebook, two companies that hold more user data and do more with it than almost any other consumer service on the market

Source: Google and Facebook Join DataPortability.org from Read/WriteWeb by Marshall Kirkpatrick

Isn't he a bit too enthusiastic and ignoring the "old economy" completely?
I think companies who "hold more user data" and "do more with it" than others surely would be Banks and other financial institutions (I am counting out governments as they are not "consumer services") than Google or Facebook for 2 reasons:

1. How many people have accounts with these two companies as compared to how many have accounts with Banks?
2. How much important is data like say "my search history" or "my friend list" as compared to "my credit history" ??

Need I say more .... ?

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