That's beyond the point of GDPR, even if they collect the data illegally the value would be to reach the person (to give them promotional content, advertising,

That's beyond the point of GDPR, even if they collect the data illegally the value would be to reach the person (to give them promotional content, advertising, custom experience, what ever...) Basically even if they collected the data they wouldn't be able to use it. If they just collected your name to personalize your experience they'd be literally in deep shit if someone asked: "where did you get this information from?" - which to you may sound a weird question, but since 2018, at least in my country, more and more people ask this question. When in doubt, report. They'd need to show to authorities that the person gave explicit consent to store that data and to be used for personalized experiences. It's about consent. If the user didn't give consent you have no use for the data, and you'll be storing toxic material to get you fined.