I oversimplified this, and actually it's a lot closer to what happens with any digital service. Rather than saying "give us 1$ and we'll sell you a customer's

I oversimplified this, and actually it's a lot closer to what happens with any digital service. Rather than saying "give us 1$ and we'll sell you a customer's data" it was more like "provide the navigation software and we'll let you keep the data". It probably seems like an elegant solution: as long as the driver needs navigation they "pay" for it with their data. It's really no different from how gmail or facebook works.