Sure, I mean the needs and wants of the consumer and the companies can be opposed to each other. It'd be convenient for the companies if it were simple(r). Maybe at the cost of the people.
I'm not that gifted with the lawmaking process in the USA. I don't really understand what is the responsibility of whom, national or federal... It sounds to me more like an issue with complexity of having a federal republic than anything with privacy...
And I mean you already have different legislation in all of the states that affect businesses and what they can sell to whom. (And how.)