For their own needs, yes. For the purposes of satisfying the goals of government regulations, no.
I don't mind them having a positive ROI. I do mind them spying on me and my children, even if they draw incorrect conclusions about what ads interest us.
I realize this is the prevailing wisdom but it is short sighted and simplistic because it ignores opportunity cost.
Could you expand on that?
Simply being positive does not mean it is ideal. Accepting the first approach that delivers a positive result could mean you miss out on other even better opportunities.