While the data might be handled responsibly, what you're suggesting assumes that inferring personality traits as a business model can be used for ethical purpos

While the data might be handled responsibly, what you're suggesting assumes that inferring personality traits as a business model can be used for ethical purposes. I think there's a fair number of people on here that would say that trying to guess a person's personality based on their media consumption or otherwise is implicitly unethical no matter how you do it, since it's in support of the monetization of another person's emotions. The output of such a system is used to manipulate a person (making purchases, drive them towards a political position, make them a more productive employee, etc) or it's a sham and the data is bogus. In either case, there's a compelling argument to be made that this system's creator is not doing a good thing.