*metadata* is the new tag line for spying. "Its just metadata." Cause they will assume, and be right, that most people have no idea what metadata is and how it can be used; and by down playing 'metadata' as just being misc info of no real consequence they hope to convince the unknowing that it is no big deal if anyone collects it.
One problem though. They fail to take into consideration the principle behind collecting something most, at least that I know, consider private and then add to the fact they never disclose that they are actively collecting makes it even more unacceptable.