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> what is it with health data that many, in US at least, find so sensitive seemingly more than their bank account login information.

It's not US specific, the privacy of health information goes back to at least the Hippocratic oath.

> Is it that the majority have some secret pre-existing conditions and are afraid the insurance companies might realize?

A lot of people do. Not just embarrassing conditions but they keep notes on mental health, drinking habits, illicit drug use, etc. If that information leaked out you could expect everyone from future employers to dates to be taking a look.

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