Do you love targeted pricing too? Like user X is more likely to buy product Y so make the price +10%. It’s a good thing that targeted pricing is illegal in many places, but oh wait, there’s an AI pricing layer which cannot be reverse engineered so evidence of price targeting can’t be found. The problem with user data is it lasts forever, and as the political and technological environment further shifts into "profit-friendliness", your user profile will grow and be more and more valuable as it provides more advantages to the counter-parties you’ll be trading with in the course of your life. It will likely affect your insurance premiums, your interest rates, your every day purchases, but I guess it’s worth it for those swell ads.