While the case focused on the utility, it's not hard to imagine other companies - say, large search engines whose business model depends on storing huge amounts of information about its millions of users - having similar problems.

Um...no.  Some bodunk utility may not have a concept of information security, but a large search engine would.  The author is a fucking idiot.   Notice the lack of mention of a lawsuit.  This is what happens when you give your information to someone who doesn't have a privacy policy, which is the first sign that they may be a company run by Jethro and Cleetus who bought some computer software and hired some guy to set the whole thiing up for them along with repiping their basement. 

Say it with me folks:  information SECURITY.  information SECURITY.  information SECURITY.  If you catch some big company with a large web presence doing this you just might be on the way to being a wealthy man (or woman).

I for one am encouraged that Americans are taking personel responsibility for their own spying and showing our Yankee can-do spirit by doing this themselves rather than leaving it up to Big Government.