I don't really think it's bullshit. If you don't want to give out the information, don't give it out. The fact of the matter is, if it offends you that much, don't shop there. They won't mind, especially if you throw a fit over being asked for your phone number.
Now why do they ask for your peoples' phone numbers? This is actually quite simple. So they can look you up in the computer quickly when you come in for a return, don't have your receipt, and are fully prepared to chew their asses out if they don't have your information in the computer. And yes, they do like to have your address to send you a promotional flyer. That's about it.
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I've got the love of my life and a job that I enjoy most of the time. Life is good.
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