C'mon , it is just Metadata - No, it is data about data so, it is important.

Most of us don't care about Metadata , that is because we don't know what it is and don't care to know what it can be used for. 

Here is what someone discovered from phone metadata. ( this one affects individual's privacy)

SNIPPETS from the Article:-

Stanford researchers crowdsourced phone metadata from real users, and easily identified calls to 'Alcoholics Anonymous, gun stores, NARAL Pro-Choice, labor unions, divorce lawyers, sexually transmitted disease clinics, a Canadian import pharmacy, strip clubs, and much more.' Looking at patterns in call metadata, they correctly diagnosed a cardiac condition and outed an assault rifle owner.

The links below has more information:

http://webpolicy.org/2014/03/12/metaphone-the-sensitivity-of-telephone-metadata/