Retreading a path already trodden (even by myself)

Rules for a web form:

- allow a User to experience the functionality and then present them with the quid pro quo (i.e. the form)
- never ask for data you won't use for the User's direct benefit
- never provide optional inputs

Very simple. But what happens? You look at your form and you think "what can it hurt it I add..." and before you know it you are collecting data "because it will allow us to make our demographic data rich" which is rubbish.

I promise I will never do it again until next time.