The main point is that the beacons were installed in secret, without any public notice or consultation. And that, time after time, many "opt-in" services prove

The main point is that the beacons were installed in secret, without any public notice or consultation. And that, time after time, many "opt-in" services prove to be not so "opt-in" after all (thanks to technical backdooring and/or murky service agreements). It isn't Luddite paranoid, or cheap sensationalism to point this out; it's good journalism, coming from a surprising source (BuzzFeed, which for years seemed to have cheap sensationalism written into its very DNA).