Well that makes sense.
The websites that these people are visiting, if related to a third party that optus has a commercial relationship with, may be using direct carrier billing to charge people if they select to sign up to a service. For direct carrier billing to work, it needs your number. I suspect that and other reasons is why optus and other telcos will pass on the number to the website.
On many of MBE's product pages, if you browse to them via your desktop, they'll still allow your to subscribe via direct carrier billing, buy allowing the user to manually type in their number.
I don't see a problem with the number being passed on tbh.
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