I saw a troubling portrayal of Uber's value the other day that had very little to do with people paying for rides. The gist was, Uber has fine-level logistical detail on millions of business people including where they live, work, eat, drink, take meetings -- Often tied to corporate email addresses.

So what's the value of knowing that some SVP at Google is taking several meetings at some company? Or which of Amazon's HQ2 team are traveling out of which airports to city halls across the country? I'm sure there's marketing value to knowing that a random 30-something likes to get burritos on the way home from the bar, but there's a ton of really valuable info buried in ride histories.