For the end user, I.e. you and me visiting a website there is very little difference. If heap.io in this case will never figure out they can double the revenue

For the end user, I.e. you and me visiting a website there is very little difference. If heap.io in this case will never figure out they can double the revenue by selling "aggregated" and "anonymized" data their customers collecting the data has the same incentive to sell. Just search for "data onboarding" to get an idea of what's going on.