To answer your question: the value of all this data, and every other piece of data, that is asked for or demanded as a condition of service, is in the selling of it to advertisers to enable direct selling in the teeth of failing High Streets and shopping malls. The online business model is amazing, but is still in its infancy and due for the next revolution. That's before you even consider the conspiracy theorist principle. It's progress, of a sort.
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