Hasn't Foursquare been doing this and nothing but this for ten years now?
This is mostly a distinction without a difference, because for firms that do this, one of those "business services" is providing a thin layer of analysis over the underlying data.
Honestly, since my line of work is similar (tangential) to what they do, my opinions are probably quite different from the moral majority who might read about this kind of issue without understanding the range of applications. I'm not sure what the solution is but I think there is a regulatory solution that preserves both consumer privacy and the extraction of economy-benefiting value. And I do think something needs to be done to protect privacy, even if it means negative impacts to the commercial space I am in.