How is finding, drawing up contracts for, then paying a separate firm who then has to find a representative sample of people willing to answer their survey, and

How is finding, drawing up contracts for, then paying a separate firm who then has to find a representative sample of people willing to answer their survey, and then waiting for those results faster, cheaper, or more accurate than just logging data their PS5s already collect every single time they are turned on? They're getting real time data right now for free. On the accuracy side, the only catch is that you might detect consoles that belong to someone else in the household. In some settings, like apartment complexes, they might log a device belonging to a very close neighbor, but otherwise it's a pretty good measure. I'm willing to bet they could filter most of that by signal strength alone. I'm just saying that there are a lot of ways sony could be collecting this data, but one of them is clearly more likely since anything else is going to cost more, require more work, and be less accurate/inclusive.