This is the same for most businesses that offer customers to delete (or stop selling) your data. You have to fill out forms with a bunch of very personal information for them to delete your data, which is a hassle. You don’t even know what data they have on you and may very well be providing even more info than what they have just by requesting to delete it. IMO they should just ask for a name. Hell, if you have an account with them, then it should be straightforward to proceed if it’s requested by a user who is logged into their account. They can even send a confirmation email or something to ensure the account wasn’t compromised.