1. why should I care if companies track my location via cell phone?

Because I think I should have control over what can be collected and how it is used
and that there should be significant penalties for anyone who abuses the rules
I am allowed to know if my location is secured otherwise.
I care about the reason why they want to collect my personal data for commercial
purposes

2. What is the opt-in principle and how does it protect privacy?

The opt-in principle exists to determine a consumer’s consent status in relation to a
specific data collector. Under an opt-in regime, consumers are opted-out by default
and must take an action to opt-in prior to data collection.
Allow users to decide whether they want to opt-in the information they are concerned
about
Asking for users permission to opt and provide them the fundamental information

3. Should businesses firms be allowed to call cell phones with advertising

messages based on the location?
I think they should be, but of course only with users agreements. This can help
companies understand well about the customers’ surroundings and determine what
kind of product or service they should provide their customers.