In the keynote, they went out of their way to say that they won't give this data to websites, only click data.

This, of course, is different. To the extent they can prevent it, they will. But I'm not sure what data app developers NEED to receive for this to work, and certainly any of that info could get passed to a developer.

Anyway, Apple has an interest in locking that down as much as possible and expressed a desire to do so. We'll see what happens.