Happens to me all the time Astrid, when applying for new cards.
Ewwwww, did I say all the time? Sleigh Center, reserve me a room please.
Seriously, I'm seeing it more and more. IMO, it's a security thing.
And those "security questions" (what town were you born in, etc,etc,etc) I know that my accounts with: Juniper, GEMb, BoA, WFNNB, Applied Bank, all have asked me those type questions when registering at their website. And I'm sure there are a lot more companies doing the same.