Imagine if a new grocery store started in your area called foodface, and only let people in if they were invited by an existing member (a la Price Club, but wit

Imagine if a new grocery store started in your area called foodface, and only let people in if they were invited by an existing member (a la Price Club, but without the membership fee). It gets popular, maybe the service they offer is slightly unique, slightly better than the other grocery stores. foodface spends a lot of time in the red propped up by investors as it focuses on growth. At this point goods were priced the same as everywhere else. foodface uses its funding to invest in the best arrangement of aisles and container quantity to focus purely on maximizing quantity that people buy, not on profit. Eventually foodface cracks the code. They recognize how to maximize quantity. Now they shift focus to profit. They start to figure out how to aggregate data about your purchases and then how to market that data to companies who sell goods in their store. foodface now hands you an automated personal shopper device at the door, with deals on goods that are personalized to you. While you're shopping, metrics are collected and sold off to the highest bidder and they get to bid for spots on your shopping deals list. You're most likely shopping for baby related items, or prepping items, or weekly grocery items, or clothing. Grocery shopping starts to morph. People become slaves to the deal list. People no longer go with a list to the store, they go to the store and get the list of things to buy. foodface notices when their purchasing falls below a normal threshold and then pings them to update their profile. Did they lose a job? Did they get a new family member? And based on those things and machine learning models they start to present shopping lists that take all the stress out of planning your shopping trip. The feedback loop is complete. They raise more money, and they start to buy up all the grocery stores around you. Now there's nowhere else for you to shop except foodface. Mom and pop stores spring up, but their whole intent is to get bought. You try to drive out of town to where there's still normal grocery stores but those stores don't offer deals because all the companies with goods on their shelves don't get even an order of magnitude of the profit they get from buying your data from foodface. Anyways, so the contention here as it seems to me is that your personal data is worth more to foodface than the service you're getting, and that isn't obvious to you at the time your data is handed over. You can figure it out later but at that point it's too late. The amount of personal data you can salvage once you figure it out is simply taking away future data points, but you're still ultimately "known" up to the point you quit. ... hold on, that's a pretty good startup idea. Meh, nevermind. It's brick and mortar. Those are notoriously difficult.