The headline is implying that each individual is being tracked as if for performance reasons, but its a bit different. And is it really that different than the

The headline is implying that each individual is being tracked as if for performance reasons, but its a bit different. And is it really that different than the data that companies already keep on individual messaging? The only thing really different from what I can see is that they now have a tool to try and understand the vast amounts of data vs. combing through message logs more manually.