Perhaps it is my own personal perspective, but I have no problem with (a) the convenience of booking through OpenTable plus (b) restaurants knowing if I am a potential regular customer. For me, at least, it's all about convenience. (And if there are restaurants who value just "regulars" over customers off the street — well, that seems a very limited business strategy.)
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I was talking philosophically with a friend about this. Its a balance right? You want companies to know things about you so they can make smarter decisions, you can get what you want faster and cheaper, and so you also get less crap that you dont care about. I dont always turn off ads because sometimes I want to know what is going on in the world of my hobbies and what is for sale and whats coming out.
Then again, I dont want a giant corporation selling my data down the river to anyone willing to pay that will use it for who knows what. To me this is the crux. Companies should not be able to sell your data or at the very least you should be able to get products and services without them doing so. So you have a choice.