>I work on Big Data for a living and know how inept companies are at actually doing anything useful with personal data. The data being generated is massive and

>I work on Big Data for a living and know how inept companies are at actually doing anything useful with personal data. The data being generated is massive and the vast amount of it is random and useless. Your anecdotal experience isn't evidence businesses aren't doing anything with data collection which would be worrying to consumers or that privacy concerns are overrated. And yes, this is what that paragraph of yours is implying. If your company didn't have a strategy for analytics, it doesn't mean others do not either. The mere fact that users get used to that practice is already a win to those who wish to take advantage of that information. Not to mention that the greatest threat comes from sharing and connecting those databases, so what may have been random and useless may find significance when sold to other aggregators.