It's not like that.

The value is that the kind of person who like, buys a new car, is someone who buys shit generally, a proverbial whale consumer. They could just sell the purchaser lists directly, and it would already get you 80% of the way there (20% is the intent, although is there really intent if you look at a billboard?)

This is definitely on their radar, at least conceptually. At the Ford developer conference they shared the idea of the zero dollar car. At signing, you are given the option to let them collect various data points (barometer, location for traffic, location for advertising, etc) in exchange for cost reductions on the final price.