IP/location, device used to access, browser used, time spent on the site, other demographics and interests data that may not be part of their user profile but i

IP/location, device used to access, browser used, time spent on the site, other demographics and interests data that may not be part of their user profile but is available thanks to Google tracking cookies, etc. Most (all?) of which could be developed on their own of course, but that costs more than a one liner to set up Google Analytics. And again, none of this info was ever actually used. They just felt very strongly that they needed it to better understand their users and improve the experience at some far off future date.