That would be OK if it weren't for numerous papers showing that it's essentially impossible to scrub PII and that the data can almost always be linked back to a

That would be OK if it weren't for numerous papers showing that it's essentially impossible to scrub PII and that the data can almost always be linked back to an actual person, which is exactly what all the companies involved in this market want todo. https://en.wikipedia.org/wiki/De-anonymization https://en.wikipedia.org/wiki/De-anonymization