Isn't this what we've been asking for? They either make $10 selling you info to marketers or you pay extra? And this is an ultra low-cost carrier. It's almost expected.
Neither of these are what anyone asked for.
I think retargeting makes it worth a lot more. Airfare is low-margin, but hotels are much higher margin. I could see knowing you're traveling to X be surprisingly valuable because you can show users targeted hotel ads when they're likely looking for hotels.