so, meta-data is the framework of the sites we visit, not what we do or say there?
how is that sensitive information?
or am I still in the dark on this?
As it applies to the internet, yes. A similar principle applies to other technologies, and in the end, it is all merely the framework, not what is said or done within it.
As for sensitivity, I'll use Facebook as an example. If you were to have the metadata from Facebook, you'd be able to see that stuff happens and when it happens, but not what happened, why it happened, or even where it happened. I don't think information like that is too terribly sensitive, but perhaps the perception of sensitivity is intensified with the expectation of privacy that anybody who's Facebook account you may be looking into has.