Companies who want to use this data should gather it themselves, and transparently. Insurance companies do this, my dad had a little tracking unit in his car th

Companies who want to use this data should gather it themselves, and transparently. Insurance companies do this, my dad had a little tracking unit in his car that I assume allowed him to pay a lower rate. It is not gathering or using the data that is a problem, it is gathering or sharing it without awareness and consent. To be fair, even sharing/selling it would be fine assuming it happens with awareness and consent. Not buried in some ToS, but active consent.