I wholeheartedly admit, some of our data providers are shady, and there's no way I would go work for them. I don't like the way they mislead people.
That said, the data we get is anonymous. Sure, if I know enough about you, and you're in one of my panels, it's feasible that I might be able to figure out which panelist you are. I know there's been some kerfuffle there with less than upstanding "private investigators" and bounty hunters in the past. But, the data we deal with is far too expensive for those sorts.
We find valuable consumer behavior insights the data at regional levels. That creates information that's valuable not only on Wall St, but to retailers and brands, who are desperate for anything to help them understand market share and loyalty.
I dunno. It's a weird world. It's also a very commoditized world. Just having access to the data is no longer the main value add - you have to provide the meaning of it as well.