How is it nefarious for Uber to use anonymized data to come to conclusions like: 1. Emails with subject [xxx] are opened more often than emails with subject [y

How is it nefarious for Uber to use anonymized data to come to conclusions like: 1. Emails with subject [xxx] are opened more often than emails with subject [yyy]. 2. Lyft does more business in Scottsdale than we expected. 3. 25% of people who use ridesharing use multiple services and 75% are loyal to one service. 4. 33% of people who don't use ridesharing services also don't use traditional taxi services. "Nefarious" is a strong word.