Why DZONE needs my personol info for a petty Reference card??

Today I returned to dzone after along time and I found something really interesting; those were nothing else but few reference cards, so far so good i was very happy and elated to grab them, I clicked on one of them than it asked me to login mind you I was already logged in to dzone, I said no problems I can log in again so I logged in and instead of going to download page I was given a form to fill seeking good amount of info about me like my organization; my title; how many employee; developers; address and few more………

So now my question to dzone community is to the heck dzone needs so much info about me just to give a reference card and best part I forgot to tell that even after entering all the above details I was not taken to download page; It was sent to my email id which I have still not checked.

It would be great if Rick or some one from dzone community can tell me why this is being done and after taking so much information you can not call it free. Info which you are seeking from users can fetch anyone dollars.

No offenses and no grudges from anyone but I really found it disgusting and irritating for the heck of a reference which I even don’t know what it contains.

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