You're probably right that for those of us in developed, western nations data collection isn't quite as bad as some other issues (for now). I do think that in

You're probably right that for those of us in developed, western nations data collection isn't quite as bad as some other issues (for now). I do think that in the rest of the world this sort of data collection has severe human rights consequences. What happens when oppressive regimes are willing to sign a contract with any of the dozens of adtech companies out there? Imagine one working with some authoritarian government to help them track people considered some a "risk". It might be a criminal risk at the beginning, but it could easily turn into people using this data to track and spy members of the opposition party. Or even just to track people who have voiced dissent or the people who've only _talked_ to those people. It goes beyond pure politics, too. What if some entity is trying to crack down on members of a particular religion, sexual orientation, or ethnic group. People who might have been able to hide those well enough may not be able to do so if so much of their online activity is being monitored.