I haven't really resolved my own thinking about all of this, but I think that take is overly simplistic. How about beginning to target dating sites to your par

I haven't really resolved my own thinking about all of this, but I think that take is overly simplistic. How about beginning to target dating sites to your partner because they've figured out you are having affair before the partner has? Or divorce attorneys? Or notifying your work recent changes in pattern make you look like a high flight risk? Or your insurance company that you may have an unreported condition? Same basic data sources can feed into that analysis. Those are just obvious ones, and I'm not claiming they are specifically currently being done ... but the basic technology isn't a barrier. This is why it is a bit disingenuous to echo the common refrain "what's so bad about better targeted ads" as if that adequately describes what is at stake.