Airlines that don't provide the information don't get US landing rights. Airlines that do are breaking EU law.
It's worth reading.
Down with the Visa Waiver Program! Those whom the Gods wish to destroy They first make mad. -- Euripides
In other words the UK sticks two fingers up at the EU and its own domestic data protection laws and gives the US everything it wants.
Cause for concern is that it's possible that even more information is being requested, collected, collated and sent over. But we're not going to hear about it because it's secret.