I guess all you said is correct but there is one important point. Data has being systematically being gathered and analysed to have an individual profile of your behaviour and needs without people understanding. It is not about knowing how much people needs to buy dog biscuits from people searching for dogs, but knowing that John Doe is 33 years, has 2 dogs, votes to democratic party, has chronic gastritis and commented on the internet that he does not agree with current presidential policies.

The level of identification and tracking possible today is scary even across devices.