I've always felt uneasy about things like this. Those who can afford it can have a phone without ads on the lockscreen, or a Kindle without "special offers" on the lock screen, or can afford not to give their purchase history to Honey for targeted advertising, and so on.

Those who can't afford it, need to provide all that data and live with a much lower level of privacy.

While it's theoretically "their choice", economically some are forced to give up this privacy.