It feels similar to the ye olden debates on police surveillance. Acquiring a warrant to tail a suspect, tapping a single individual’s phone line, etc all feels like very normal run-of-the-mill police work that no one has a problem with. Collating your behavior across every website and device you own from a data broker is fundamentally the same thing as a single phone’s wiretap, but it obviously feels way grosser and more unethical because it scales way past the point of what you’d imagine as being acceptable.