You can create "value" without needing to sell your data. By offering free services to small sites they can gather more data on browser profiles, attack pattern

You can create "value" without needing to sell your data. By offering free services to small sites they can gather more data on browser profiles, attack patterns, attackers, etc. which they can use to improve their techniques, tuning, intel, analytics, etc. Still, I would assume by signing their ToS you are agreeing to some hefty terms.